Puma’s annual report leaves others standing

How to turn a sluggish medium into a lightning read.

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.