Puma was launching its nearly weightless shoe, the Puma L.I.F.T. Because it’s virtually impossible to feel how heavy a shoe is over the internet, we had to find a creative way to demonstrate its weight (or lack thereof).
The Puma L.I.F.T. (Lite Injected Foam Technology) experience encourages users to weigh the shoe against some everyday—and some not so everyday—objects, demonstrating one very important quality of Puma’s latest athletic shoe: its lightness.
The site experience begins by introducing users to the Puma L.I.F.T. through a 3D animation that shows how the foam base of the shoe was formed (a process never before seen).
After the intro, users meet their hosts—an attractive guy and girl. The Puma spokespeople can be asked to weigh the shoe against a variety of unusual, and sometimes awkward, objects. Once all the items are weighed, a bonus round is unlocked. This is where things really get interesting; the guy and girl undress down to their skivvies as they weigh their articles of clothing, proving time and again that the Puma L.I.F.T. is very, very light.
Agency Partner: Droga5