Puma Eyewear is "No Cage." Libera Brand Building signs it.

The companies in the group, led by Roberto Botto, handle all phases of the international campaign: ATL, BTL, digital, and international media planning.

Kering Eyewear, a part of the Kering Group, led by François Henri Pinault, which controls some of the most prestigious brands in the luxury and sports & lifestyle sectors – launches a worldwide campaign conceived by Libera Brand Building to promote the Puma Eyewear line. The communication is guided by the claim "No Cage": the concept refers to a mental attitude born thinking of the puma as a free animal, without obstacles or boundaries, just like a "metropolitan parkourer". The campaign, which includes Usain Bolt among its testimonials – the record-breaking athlete signs a capsule collection of three models – brings speed and energy with chromatic changes that recall those of the glasses lenses and visually interpret the See Faster – Look Beyond, message that signs all Puma Eyewear communication. This is a cross-media project, which saw the Libera Brand Building team at work on atl, btl and p.o.s. materials. Bebit and Magic Box Events, other companies of the Libera Brand Building Group, respectively developed the digital strategy – website, video and app – and the creation of events. "It was an honor for us to build this project with Kering Eyewear", says Roberto Botto, CEO and Partner of Libera Brand Building, who explains: "The goal is the worldwide launch of the Puma Eyewear line using a strong and significant communication, but at the same time absolutely consistent with the Puma brand and the sportswear campaigns that in the world see protagonists, among others, testimonials of the caliber of Usain Bolt and Rihanna". After a first phase of building brand awareness, the campaign will involve the target with special drive to app/contest activities aimed at the digital activation of users. The worldwide digital media planning, also curated by Libera Brand Building, will see the involvement of different media depending on the geographical areas, but all will preside over both lifestyle and sports areas and the most popular social channels.