To launch its Puma Sync fragrances, Puma has created Puma DanceDictionary, a site where you can share messages interpreted by freestyle dance moves. Users choose from a selection of eleven ready-created messages and words are then interpreted in a short dance video performed by well-known freestyle dancers such as Storyboard P, King Charles, PacMan and Outrage. It can then be shared on social media. Brooklyn based producer Dre Skull created a track with vocalists Megan James and Popcaan for the Dance Dictionary, which will feature in a music video directed by Daniel Wolfe. Dance Dictionary will also feature in a commercial to be screened in Europe. Creative is by Grey London, agency for P&G Prestige, which markets the Puma fragrances.
Jack Neff on 01.27.2015