Campaign Spotlight

Campaign Spotlight: Meet the #PUMANSOFSG, Puma’s AR Face Filter Initiative on Instagram by UltraSuperNew Singapore

Created by UltraSuperNew Singapore, #PUMANSOFSG is one of the first brand campaigns to use Instagram’s newly-launched AR face filters.

The social campaign which aims to drive footfall to PUMA’s 10 flagship stores across Singapore, engages a select group of influencers, including actors, comedians, a national footballer and a KPOP dancer. Each to encourage a wide range of followers with varying passion points to become #PUMANSOFSG via their own customised AR face filter, creating seamless user-generated-content.


Taking a tongue-in-cheek reference from the Humans of New York movement, the campaign calls on consumers to take an extra step and go from “HUMAN” to “PUMAN”, and get rewarded with discounts on PUMA’s latest drops in-store.

With the use of the AR filters, every Instagram user can transform into a PUMAN, becoming instant social billboard for PUMA. To transform, they simply:

1. Visit one of 6 influencers Instagrams (e.g. @tayying_) and try their PUMAN Filter (under the face filter tab)

2. Take an IG Story video with the filter, hashtag #PUMANSOFSG and share.

3. Visit any 1 of 10 PUMA stores and show their transformative Instagram Story to PUMA staff to get 30% off the latest drops.

Eleanor Wang, PUMA Marketing Manager for Southeast Asia commented: “Transformation is at the heart of the #PUMANSOFSG campaign. And as PUMA constantly transforms and evolves with Gen Z’s to reach new heights of relevance, it’s important we work with a diverse range of ambassadors and innovative partners such as UltraSuperNew that bring the future of social engagement to the table.”

William Beale, Creative Lead at UltraSuperNew added: “Combining our love for artsy illustration and social tech, we’re excited to be a part of the next big thing on Instagram for young, innovative brands. Working with the right mix of influencers, compelling videos, an experimental client like PUMA, and a kitsch pun allowed for us to strike at the right time. Like any PUMAN would.”

The videos and how the filters were shared are here:


Jia En:

Tay Ying:


The campaign runs until 29th September 2019.

Partner with adobo Magazine

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