Leap into higher realms
Neutral Zurich is creating an exclusive campaign for Puma International.
Advertising that you shouldn't just skip over: Neutral Zurich teamed up with Puma to develop a limited-edition product range, the Reality Series, designed to establish Puma in top fashion magazines and equally top stores. The aim was to "make Puma a topic in the influential fashion and art world", as Michelle Nicol at Neutral explains. The Reality Series is a series of collaborations with artists and designers to develop limited editions that are integrated into existing product lines.
The Reality Bag no. 2 was designed by Swiss artist John Armleder, who is also responsible for the bag's contents: "A bag without content is empty." The bag was launched in December 2008 at the Art Basel Miami Beach art fair in partnership with the world-famous Rubell Family Collection and the "30 Americans" exhibition.
The global campaign was photographed by the American artists Hank Willis Thomas and Rashid Johnson. The Zurich agency is also responsible for the distribution and sale of the limited edition series to selected dealers and galleries worldwide. In Switzerland, for example, Trois Pommes and Galerie Andrea
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The Reality Bag no. 2 was designed by Swiss artist John Armleder, who is also responsible for the bag's contents: "A bag without content is empty." The bag was launched in December 2008 at the Art Basel Miami Beach art fair in partnership with the world-famous Rubell Family Collection and the "30 Americans" exhibition.
The global campaign was photographed by the American artists Hank Willis Thomas and Rashid Johnson. The Zurich agency is also responsible for the distribution and sale of the limited edition series to selected dealers and galleries worldwide. In Switzerland, for example, Trois Pommes and Galerie Andrea
Caratsch. pan
