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.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.