Puma – Dance Dictionary
Award: Wood Pencil
Wood Pencil / Direct / Direct Integrated Campaigns / 2014
Instead of marketing to these kids, instead of trying to talk to them, Puma invented a new language, and let them talk to each other. 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.
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