# Guerrilla Director's Chairs Puma Marseille Ads By futureheadz | Published 2008-06-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/fashionshooting-awareness-in-the-flashlights References: [futureheadz](http://futureheadz.com) & [puma](http://puma.com) Future:headz is a Munich-based agency promoting the opening of a new PUMA store in Marseilles, France. A photo shoot for fut:ter, a [German fashion magazine](https://www.trendhunter.com/trends/festive-2024-campaign), took place in Marseille featuring models posing in [customized director's chairs](https://www.trendhunter.com/trends/houseplant-directors-chair). On the backs of the seats were messages conveying anyone could be a star by being photographed inside the new [PUMA Concept Store](https://www.trendhunter.com/trends/puma-studio-los-angeles) that opened May 29. Check out some more ads for the opening: **Implications** - Businesses that offer their consumers the opportunity to step into an alternative role or character will appeal to a wide audience. Today's consumers will find products that allow them to embody a new and fresh set of traits or qualities. ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 28% | Activity: 23% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Billboards](https://www.trendhunter.com/billboards) ## Key Themes ### Key Themes Behind This Trend - **Alternative Role Products:** Products that allow consumers to step into an alternative role or character will appeal to a wide audience. - **Embodying Traits:** Consumers are seeking products that allow them to embody a new and fresh set of traits or qualities. - **Customized Director's Chairs:** The use of customized director's chairs in advertising campaigns presents opportunities for disruptive innovation in the advertising industry. ### Where This Applies - **Fashion:** The fashion industry can explore opportunities to create products that allow consumers to step into alternative roles or embody different traits. - **Retail:** Retailers can incorporate customized director's chairs into their store experiences to provide customers with a unique and interactive shopping environment. - **Advertising:** The use of customized director's chairs in advertising campaigns presents opportunities for disruptive innovation in the advertising industry. ## Related on Trend Hunter - [Panda-Inspired Sport Campaigns](https://www.trendhunter.com/trends/panda-station.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Customizable Shoe Decorating Events](https://www.trendhunter.com/trends/style-your-toe.md) - [Sneaker-Inspired Chair Concepts](https://www.trendhunter.com/trends/markvonrama.md) - [Smartphone Seating Campaigns](https://www.trendhunter.com/trends/samsung-galaxy-z-flip-4-promotion.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md) - [Soccer-Themed Fragrance Pop-Ups](https://www.trendhunter.com/trends/brazil-and-argentina.md)