Cannes Lions

PUMA FRAGRANCES

GREY LONDON, London / PUMA / 2014

Awards:

1 Shortlisted Cannes Lions
Case Film
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Overview

Description

“A CLASSIC”

BACKGROUND:

Launched in the summer of 2013, 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.

The Dance Dictionary was an integrated experience that came to life in digital, social, broadcast, in store and experiential with a bespoke music track and music video, tailored content for leading blogs and 1000's of user generated videos shared on social networks.

“A CLASSIC”

Crafted as a longer form cinema, TV and online film “A Classic” has a dual purpose; It brings a new life and audience to the Dance Dictionary platform – inspiring people to tell richer stories via dance and extending the campaign beyond a simple messaging platform. But there is also an educational goal – using the medium of street dance to introduce a younger audience to literature and classics; helping to build a long term interest in this frequently inaccessible area of culture.

Execution

Launched in summer of 2013, at the heart of the Puma Dance Dictionary is a unique messaging platform. A social tool that lets people encrypt messages to one another in dance moves.

“A Classic” was crafted as a longer form cinema, TV and online film, extending the campaign beyond a simple messaging platform. It gave the platform an educational goal - using the medium of street dance to introduce a younger audience to classic literature.

We worked with 25 of the world's best freestyle dancers to devise an entire dictionary of dance words. We held open casting sessions in LA over two weeks and word spread quickly through the freestyle dance community. From several hundred hopefuls we selected what we believe were the most creative, inventive and original Turfers, Lockers, Poppers, Krumpers, Twerkers and Whackers ever assembled for one project.

Artists from Compton, NYC, Atlanta, Chicago, Memphis and even Tokyo.

Huge names in the dance community - Storyboard P, Big Mijo, King Charles, Pac Man, Worm, Ron Myles to name a few. Each with a big online following, media channels in their own right. More than just a cast. A troop of creative collaborators who helped invent a new language of dance.

Outcome

The campaign generated an unprecedented level of online/social success for Puma Fragrances, creating a positive effect on product launch, and a halo across the whole brand.

· A 900% increase of visits to the site, with a dwell time of over a minute.

· Consumers spent over 3.7 million minutes engaging with the Dance Dictionary content, with a quarter of consumers going on to share a message.

· Youtube views of the it's content increased by 3300% vs previous campaigns.

· Global brand mentions increased on social channels by 124% within a month, with a 1347% increase on Twitter alone.

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