Puma: PUMA - DANCE DICTIONARY MUSIC

Credits & Description:

Client P&G
Product PUMA FRAGRANCES
Entrant GREY LONDON, UNITED KINGDOM
Title PUMA - DANCE DICTIONARY MUSIC
Product/Service PUMA FRAGRANCES
Entrant Company GREY LONDON, UNITED KINGDOM
Advertising Agency GREY LONDON, UNITED KINGDOM
Production Company SOMESUCH & CO London, UNITED KINGDOM
Nils Leonard Executive Creative Director
Andy Lockley Creative Director
Andy Lockley Copywriter
Ryan Connolly And Henrik Ridderheim Art Director
Rebecca Pople Agency Producer
Lee Groombridge Producer
Daniel Wolfe Director
Matt Newman/Chris Brown/Tom Lindsay/Vee Pinot . Michelle Difr Editor
Liam Conwell At Hogarth Sound Design/Arrangement
Hogarth/Framestore Post Production
N/A Animation
Dre Skull Featuring Megan James/Popcaan/'first Time' Music
Sam Southey Account Manager
Christianne Hamilton Planner
N/A Production Designer
N/A Cinematographer
Andre Chematov Director Of Photography
Hogarth/Trim Editing Company
Choreographer - Super Dave Other Credits
Brief Explanation
How to launch a new Puma Fragrance with a target of 16-24 year old? Instead of marketing to these kids, instead of trying to talk to them, Puma invented a new language, and let them talk to each other. Before there were words, texts, tweets. We had body language. At the heart of the Puma Dance Dictionary is a unique messaging platform, that translates words into dance. A social tool that lets people encrypt messages to one another in dance moves. An integrated experience that came to life in digital, social, broadcast, in store and experimental. A bespoke music track and music video, tailored content for leading blogs and 1000’s of user generated videos shared on social networks. The broadcast materials focused on delivering the core thought of the campaign, ‘Don’t Say It. Move It”, in a uniquely joyful and irreverent way. Not just an integrated marketing campaign. A whole new language