PUMA DANCE DICTIONARY - FULL LENGTH TRAILER

The brief was to launch Puma's latest fragrance to a notoriously hard to reach 16-24 audience, more interested in talking to each other than listening to what brands have to say. Rather than advertise to them, they gave them something they could use – a social tool that could help them send messages to each other in a fun and unexpected way. Introducing the Puma Dance Dictionary. Before there were words, texts and tweets, we had body language. At the heart of the Dance Dictionary is a unique messaging platform, translating words into dance. We didn't just create an integrated marketing campaign, we invented a whole new language. (http://www.grey.co.uk/