Mentoring programme in art, music and dance
Global sports brand PUMA teamed up with streetwear retailer Red Rat to help Kiwis break into the world of music, dance or street art via enviable mentoring programme.
Pead was tasked with a multi-faceted brief to launch the PUMA x Red Rat Mentorship Programme. We identified and secured mentors, developed an authentic content-led campaign and raised awareness through PR.
We enlisted rap superstar MELODOWNZ, award-winning dancer and choreographer Bianca Ikinofo and world-renowned street art duo Charles and Janine Williams as talent.
We facilitated four content shoots across two days, producing four different videos and 22 images. The content was shared across Red Rat’s online and social channels, in 14 retail stores nationwide and all mentor channels.
Applicants submitted a photo or video illustrating why they should be chosen through the Red Rat Instagram or Facebook page. The three most promising candidates won an invaluable three-month mentorship where they gain insider knowledge, guidance and insights to help foster their own career.
Our PR landed multiple hits across across broadcast, online and print – reaching more than three million Kiwis via outlets such as Maori TV, Mai FM, Flava, Stuff and more.
The next phase of the mentorship programme will see us following the journey of the three mentees as they learn, try, fail and get back up again.
Watch this space!