"The brand demonstrates its commitment to lifting girls up from all backgrounds and communities."
Model turned actress, Cara Delevingne stars in the latest instalment of Puma’s "Do you" campaign, striving to empower women, break down stereotypes and lift girls up across the globe.
Shot documentary style, this 60-second trailer spot follows Delevingne’s journey as a social activist, as she meets empowering women from Uganda – a country with one of the highest levels of refugees in the world.
The "Do you" campaign kicked off last year with Delevingne featuring in a black and white spot that reflected the simple yet poignant message that women should be free to be themselves. Other celebrities such as South African actress and model, Nomzamo Mbatha also star in this series that reclaims female identity and controls the narrative around Feminism.
The brand demonstrates its commitment to lifting girls up from all backgrounds and communities, taking the narrative a step further by shifting focus from the western world to the third world.
This film acts as a trailer for a full docu-series featuring Delevingne, due to be launched in early July. Teaming up with the United Nations’ Girl Up foundation for the series, Puma launched its "Do you" hub the day after International Women's Day to tease the trailer and show their commitment to women.
Celebrities acting as brand ambassadors to support charity campaigns is a popular tactic. The likes of Unicef UK demonstrate this through their work with Rosie Huntington-Whiteley and Orlando Bloom.
Teaming up with a charity and its ambassadors certainly helps Puma position itself as a socially responsible brand that believes in giving back.
While this campaign isn’t reinventing the wheel, it demonstrates the brand’s commitment to corporate partnerships at large. However, with only 6.5K views on YouTube since launching this month, it leaves us wondering just how effective this tactic is when it comes to engaging consumers?