Puma: DANCE DICTIONARY

Credits & Description:

Advertiser: P&G
Agency: GREY LONDON
Category: Best use of Social Media Marketing in a Promotional Campaign
Advertising campaign: DANCE DICTIONARY
Creative Director/Copywriter: Andy Lockley (Grey London)
Editors: Chris Brown (Greyworks/Trim)
Digital Producers: Andreas Zaremba (Grey Possible)
Music Supervisor: David Laub (First/Last)
Designers: Chris Chapman (Grey London)
Information Architect: Chris Franks (Grey Possible)
Sound Design: Liam Conwell (Greyworks)
Agency Producer: Rebecca Pople (Grey London)
Executive Creative Director: Nils Leonard (Grey London)
After Effects: Russ Tam (Greyworks)
Designers: Ryan Connolly (Grey London)
Account Management: Sam Southey (Grey London)
Account Management: Susan Pratchett (Grey London)
Editors: Vee Pinot (Greyworks/Trim)
Editors: Tom Lindsay (Greyworks/Trim)
Dop: Andrew Chematov (Somesuch/Co)
Account Management: Blair Meyler (Grey London)
Director: Daniel Wolfe (Somesuch/Co)
Editors: Marvin Alvare (Greyworks/Trim)
Creative Producer: Maxine Hose (Grey London)
Editors: Michelle Difrancesco (Greyworks/Trim)
Music: Popcaan (Mixpak)
Account Management: Youssri Rahman (Grey London)
Assistant Producer: Alex Manzi (Grey London)
Planning Director: Christianne Hamilton (Grey London)
Music Supervisor: Dom Bastyra (Platinum Rye)
Music: Dre Skull Featuring Meagan James (Mixpak)
Art Directors: Henrik Ridderheim (Grey London)
Production Company Producer: Lee Groombridge (Somesuch/Co)
Editors: Matt Newman (Greyworks/Trim)
Art Directors: Ryan Connolly (Grey London)
Digital Producers: Sarah Brennan (Grey Possible)

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.Not just an integrated marketing campaign. A whole new language that comes to life in digital, social, broadcast, in store and experiential.

Outcome
The campaign is in the process of launching (main 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.

Relevancy
Instead of marketing to these kids, instead of trying to talk to them, Puma Fragrances invented a new language, and let them talk to each other. An integrated experience that came to life in digital, social, broadcast, in store and experiential – every time our audience used the platform, shared the Music Video, listened to the track, they talked about the brand.

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.