In a quick and engaging way, it presents the audience with the idea and people behind it
8 / 10
Puma - Dance Dictionary
"Before there were words, texts, tweets… We had body language". This is the opening line for Puma’s new ad for its innovative project "Puma Dance Dictionary".
The brand brought together a top LA choreographer, Super Dave, and the world’s greatest Freestyle dancers to create a language of dance all in sync with a great song "First Time" from Dre Skull. Puma then built an online platform for the dictionary allowing user to create sentences and turn them into dance. All this was done to celebrate the launch of the new Puma Sync fragrances.
The dictionary platform is an interactive site, which makes a great use of music and video; it shows how powerful and engaging the two elements can be.
There are multiple pieces of content (different videos at a variety of lengths) to promote the project. This allows the audience to consume as much content as they want. The latest 60 seconds video is a short version of the campaign’s trailer. In a quick and engaging way, it presents the audience with the idea and people behind it.
Philips did a similar project last year. The brand created a mosaic of short videos using sounds inspired by our surroundings and then allowed viewers to interact with it on a purpose-built platform.
Similar to Philips, Puma has so far failed to focus on its distribution strategy and the optimisation of the user journey. This amazing content should be made more available; it would be a shame if the online community missed this great interactive experience.