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Dance Dictionary

basics
Industry: Beauty & Health
Media:Cyber
Market:United Kingdom
Language:English
Style: Minimalism
descriptioncnen
Story
We manage P&G’s fragrance business centrally from Grey London. It’s an incredibly cluttered sector with hundreds of new launches every year. We have to create stand out in over 100 markets, with widely varying budgets. Puma is one of their leading fragrance brands.
Our challenge was to launch Puma SYNC to hard to reach 16-24s, more interested in talking to each other, than listening to brands. So, we convinced P&G to break all the rules. No celebs. No models. No black and white vignette ads.
Instead, we launched the “Dance Dictionary”. An interactive digital platform enabling people to send messages to each other, through the medium of dance. Hundreds of dance moves for hundreds of words.
We created multiple entry points from social seeding to cinema/TV ads to online films and twitter feeds from the featured dancers, some of whom were channels in their own right. We also commissioned an original song from top dancehall producer Dre Skull as the soundtrack, creating yet more noise. Different markets used different assets / entry points according to their budgets.
Results so far: 1,314,528 minutes spent watching Dance Dictionary content. Puma’s Facebook page rose to over 9.5 million likes. Hits on the Puma Fragrances site rose 426%.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Art Director:
Design:
Planner:
Producer:
Director of Photography:
Editing:
Music:
Other credit:Creative Team: Ryan Connolly, Henrik Ridderhiem
Digital Producer: Andreas Zarema, Sarah Brennan
Information Architect: Colin Franks
Media Agency: Ketchum Pleon
Music Supervision: Platinum Rye, First and Last
Project Manager: Maxine Hose
Business Director: Susan Pratchett
Managing Partner: Sam Southey
awards
D&AD 2014
In-Book Direct
Direct Integrated Campaigns
The Creative Circle Awards 2014
Gold Craft
Digital, Best Site/ Microsite
The Creative Circle Awards 2014
Silver Craft
Best Digital Led Campaign
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