Product/ServiceFUTURE Z
Category A05. Cinematography
Entrant LAFOURMI Boulogne-Billancourt, FRANCE
Idea Creation LAFOURMI Boulogne-Billancourt, FRANCE
Production ADEUS Paris, FRANCE
Name Company Position
Clément Cimarro LaFourmi Creative Director
Julien Hablainville LaFourmi Creative Director
Clément Cimarro La Fourmi Copywriter
Louis Pierre-Adolphe La Fourmi Account director

Write a short summary of what happens in the film

We staged Neymar Jr. in a totally "crazy" film whose central element is the "Z". We are immersed into a crazy universe, punctuated by dribbles of the Brazilian player and the repercussions of the dribbles are felt all around the world, and beyond. The first time Neymar Jr. dribbles with the FUTURE Z, the whole world goes crazy. The "Z" leaves its mark on anyone who is confronted with the flabbergasting and humiliating effect the player causes. In response, a worldwide movement of the latest generation of FOT’s (Football Obsessed Teens) is taking place, using the FUTURE Z to ridicule everything and everyone in a completely crazy way. Generation Z is driving the world crazy. The film is accompanied by an original creation with tailor-made lyrics, an ultra-dynamic electronic drum and bass music that hammers out the "Drive Them Crazy" gimmick, accentuating Neymar Jr.'s elusiveness and the film's "crazy" universe.

Cultural / Context information for the jury

In October, the PUMA Fam welcomed the greatest playmaker of his generation: Neymar Jr. An opportunity for PUMA to capitalize on the player's fame and personality. In January 2021, Puma football is launching a new model of cleats: the Future Z - a technological revolution. For the whole world, Neymar Jr. represents audacity, all that with a touch of madness. We encapsulate this state of mind in one word: CRAZY. Neymar Jr is known for his ability to humiliate his opponents with his dribbles! To do that, he needs to have perfect control of the ball, which is what the Future Z technology guarantees him. When he puts the Future Z on, he is unbeatable, his dribbling becomes more effective and his opponents are hopeless. With the Future Z, Neymar Jr. "DRIVE THEM CRAZY". A campaign naturally inspired by the player's unique unique personality and flow.