We apologize for not highlighting earlier when it occurred in mid-March. We meant to. really, we did. Somehow it got lost in the pile of “publish me!” requests filling up our inbox. Usually, we just let these missed pieces dies a happy death but this work from ADK and 60 Layers of Cake for Puma’s Travel Golf collection is too mesmerizingly beautiful to just toss in the trash can.
On March 17 in Antwerp, 2,000 golf ball shaped helium balloons attached to Puma golf items were sent aloft to float down Meir, a busy shopping street as well as near taxi stands, train and bus stations. People were free to take the items. Labels were attached to the balloons that described the collection and directed people who grabbed them to the Puma website. The effort aimed to convey the “packable, portable and playable” qualities of the line.
Several images of the work can be viewed here, here and here. You can also drink in the beauty of this “Travel Light” campaign in a video here.
