Puma: DANCE DICTIONARY

Credits & Description:

Advertiser: P&G
Agency: GREY LONDON
Category: Best Integrated Campaign Led by Direct Marketing
Advertising campaign: DANCE DICTIONARY
DOP: Andre Chematov (Somesuch)
Account Management: Blair Meyler (Grey London)
Editors: Chris Brown (Greyworks/Trim)
Music Supervisor: David Laub (First & Last)
Creative Director/Copywriter: Andy Lockley (Grey London)
Designer: Chris Chapman (Grey London)
Planner: Christianne Hamilton (Grey London)
Information Architect: Colin Franks (Grey Possible)
Director: Daniel Wolfe (Somesuch)
Music Supervisor: Dom Bastrya (Platinum Rye)
Art Director: Henrik Ridderheim (Grey London)
Agency Producer: Rebecca Pople (Grey London)
Account Management: Susan Pratchett (Grey London)
Editors: Marvin Alvare (Greyworks/Trim)
Editors: Michelle Difrancesco (Greyworks/Trim)
Art Director/Designer: Ryan Connolly (Grey London)
Editors: Vee Pinot (Greyworks/Trim)
Account Management: Youssri Rahman (Grey London)
Digital Producers: Andreas Zaremba (Grey Possible)
Music: Dre Skull Featuring Megan James & Popcaan (Mixpak Records)
After Effects/Sound Design: Liam Conwell (Greyworks)
Account Management: Sam Southey (Grey London)
Digital Producers: Sarah Brennan (Grey Possible)
Editors: Tom Lindsay (Greyworks/Trim)
Assistant Producer: Alex Manzi (Grey London)
Production Co-Producer: Lee Groombridge (Somesuch)
Editors: Matt Newman (Greyworks/Trim)
Creative Producer: Maxine Hose (Grey London)
Executive Creative Director: Nils Leonard (Grey London)
After Effects/Sound Design: Russ Tam (Greyworks)

Execution
A fundamental objective of the campaign was to ENGAGE with our audience, rather than just talk at them, as we had in previous campaigns. Talking to them on their own terms, in their own world was critical – qualitative research undertaken had highlighted how little impact traditional advertising has on this market in particular. It was also important to let them discover the campaign themselves, through connections that they trust and admire, so engaging with key influencers in the blogging world and identifying social influencers became critical – so the campaign had gained traction before the ‘traditional’ launch.

Outcome
The campaign is in the process of launching (launch date end of April), so there is no available data at this stage. The only element that has launched is the bespoke music track, which launched on SoundCloud early April. Overnight the track gained 11,000 listens and has continued to rapidly grow – with early pick up on BBC Radio 1, indicating a future success.

Implementation
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 experiential. A bespoke music track and music video, tailored content for leading blogs and 1000's of user generated videos shared on social networks. Not just an integrated marketing campaign. A whole new language.

Client Brief Or Objective
To launch their latest fragrance, Puma wanted to create a new way for a 16-24 year old audience to interact with the brand. THE BRIEF: LAUNCH THE NEW PUMA FRAGRANCE TO 16-24 YEAR OLDS.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.