Yves Behar and the team at fuseproject continue to blur the lines between product design, advertising, and public relations. This year they partnered with PUMA to create a forward-thinking, green-friendly packaging system that still manages to impress with its formal beauty. Their “clever little bag” uses 65% less cardboard than the standard shoe box. It has no laminated printing, no tissue paper, and significantly reduces Puma's worldwide carbon footprint.
Puma's "clever little bag" is a win for the environment. It's also an impressive win for the brand. The case study video features elegant motion graphics and writing that sells the idea with a set of convincing environmental metrics. The "clever little bag" is a state-of-the-art example of how to create online goodwill. The case study video alone has created hundreds of thousands of positive brand impressions. It's great to see innovative, strategic ideas implemented with such style. Advertising agencies should take note. This is what a successful, modern ad campaign will look like in 2012.