Puma’s annual report leaves others standing

How to turn a sluggish medium into a lightning read.

por Maud Largeaud , AdForum

If there’s one form of communication that leaves plenty of room for innovation, it’s the solid but dull annual report. In association with Publicis Pixelpark, sportswear brand Puma produced a report as fast-moving as its sponsored athlete Usain Bolt. In fact the report takes only 9.58 seconds to read: the amount of time Bolt needed to establish the current world record for running the 100 metres. Fortunately, you canslow it down – or even stop it – to go more deeply into the figures. Which is certainly easier than asking Usain to break his stride.