PUMA has taken athletic performance to a new level with the creation of BeatBot, a robotic training device that helps pace and push runners to achieve their best. After all, everyone goes faster when there’s something to beat. The world’s fastest man and PUMA athlete Usain Bolt is featured in this video created by J. Walter Thompson that showcases the new training technology
The self-driving device can be programmed with a time and distance that a runner wants to replicate. BeatBot uses infrared sensors to follow the lines of a track to drive around based on a runner’s customized training program. With a top speed of 44kmh, BeatBot can recreate Bolt’s record-shattering 100m dash, giving runners a chance to experience firsthand just how fast the world’s fastest man can go.
Credits
Client PUMA Agency J. Walter Thompson Florent Imbert, Emmanual Lalleve, executive creative directors; Karl Ackerman, creative director; Ben Morejon, sr. art director; Andrew Curtis, sr. copywriter; Brent Choi, Adam Kerj, chief creative officers, NY; Rik Mistry, planning director; Jennifer Usdan McBride, director of digital; Jason Curtis, executive producer; Chris Klein, sr. producer; Thomas Mishra, assistant producer; Kristin Robinson, project manager. Production Black Tape Media Danny Dwyer, DP. Rock Steady Films Chris Browne, DP. Design, Engineering, Product Management 10XBETA Marcel Botha, Berk Ilhan, Simon Ellison. Computer Vision 10XBETA Bruno Kruse, Carrie Kengle, Mike Manh PID and Control System Consulting IF Robots Jesse Gray, Matt Berlin Line-Following Sensor Array Moonmilk Ranjit Bhatnagar Honeybee Robotics Yoni Saltzman
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
