{"id":9674,"date":"2026-01-14T06:43:36","date_gmt":"2026-01-14T06:43:36","guid":{"rendered":"https:\/\/www.vccp.com\/singapore\/?post_type=work&p=9674"},"modified":"2026-05-07T15:56:10","modified_gmt":"2026-05-07T14:56:10","slug":"deviate-nitro-3","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/singapore\/work\/puma\/deviate-nitro-3","title":{"rendered":"Reframing running for Puma"},"content":{"rendered":"
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PUMA Southeast Asia faced a clear challenge. The dominant perception in running culture is that you\u2019re only considered a \u201cgood\u201d runner if you meet elite standards such as pace, distance, or finish times. This mindset often excluded the majority of everyday runners in the region, especially in Southeast Asia where running culture is still developing and heavily shaped by performance comparison rather than personal progress.<\/p>\n

So PUMA needed to redefine what it means to be a \u201cgood runner\u201d and reposition running as an inclusive, judgment-free experience, while supporting the launch of the new Deviate NITRO 3 and strengthening PUMA\u2019s connection with everyday runners across the region.<\/p>\n

With the help of GOVT VCCP and our established track record of community-driven and human-centred storytelling for PUMA, the agency was tasked with developing a campaign that could shift focus away from elite athleticism and instead celebrate real, relatable running journeys. The approach centred on capturing the emotional truth of running in Southeast Asia, where environmental conditions like extreme humidity and a lack of established running infrastructure present unique challenges.<\/p>\n

The result was \u201cSee the run like we do\u201d, PUMA\u2019s first-ever running commercial in Southeast Asia. The 90-second film takes a bold and unconventional approach, initially confronting viewers with the idea that they are \u201cnot a good runner\u201d, pointing out perceived flaws such as poor form, inconsistent pace, and lack of direction. However, this narrative is deliberately flipped. Instead of reinforcing judgement, the film reframes these imperfections as part of what makes running authentic, ending with a powerful message that being \u201cnot a good runner\u201d is exactly what makes someone true to themselves.<\/p>\n <\/div>\n<\/section><\/div>\n\n

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