PPR becomes Kering and Communicates on Its New Identity Worldwide with TBWA\Corporate.
PPR has chosen TBWA\Corporate to build its global communication plan around its name change from its platform of messages to its launch world advertising campaign.
Communication plan aims at highlighting the meaning of this name change and the role of imagination – the driving force of PPR and its Luxury and Sport & Lifestyle brands. The Group takes care of its brands and employees, it creates an environment that stimulates imagination and enables ideas to become reality.
This is why PPR becomes Kering, with a new emblem (the owl) and a new signature (Empowering Imagination). Broadcast in North America, Europe and Asia from the end of March, the advertising campaign’s core idea « Imagination needs wings and caring to become a reality » is developed in an emotional way through a film , print ads and web banners.
Produced by Else, the film features a feather, from an owl. First, the feather watches over and takes care of talent and then it gives imagination the necessary impetus and force to take off. The film’s objective is to represent all spheres of the Group: Luxury and Sport & Lifestyle. And this, in an authentic way. For example, some athletes in partnership with PPR’s Sport & Lifestyle brands took part in making the film, like the skateboarder Jérémie Grynblat for Volcom and the French international footballer Olivier Giroud for Puma. A Girard-Perregaux master watchmaker also entered into the spirit and played his own character.