Puma supplied the image of Usain Bolt sitting on the bench but lacked lacked “coolness” so we pimped the whole image up.

This advert was to engage and build brand awareness amongst Generation X. .

Bolt’s natural, cool stature inspired the type and copy, adding lines to emanate dynamism and speed. The type is hand drawn and was given a worn, sticker-like effect. The design is aligned to Puma’s brand style which was imperative, introducing young people to the brand .