Puma Dance Dictionary, is the latest project celebrating the release of the new Puma Sync fragrance.
Puma is proposing a new form of digital expression through movement rather than words. The brand has set up an interactive platform called Dance Dictionary, by which users can communicate with each other by encrypting specific sentences into physical dance moves. It ties nicely with the campaign’s slogan - “Don’t say it, move it."
There are a number of phrases like "Will you be my girlfriend?" or "Mondays make me want to scream" which are translated into a series of choreographed gestures undertaken by 25 of the world’s better-known dancers. Interestingly each word has a different move and certain words in each sentence are interchangeable resulting in 10,000 different combinations by Puma's count.
Each of the moves can be shared via Twitter, Facebook or e-mail. However, Puma is aiming for something higher - "Choreographing a new language" and within its target 16 to 24-year-old demographic, it’s reasonable to foresee these moves being practiced in real life!
In addition, the Dance Dictionary tool is also designed to be an inventory for any would-be freestyler to learn from. The words are broken down into their own videos incorporating definitions and easy-to-follow demonstrations.
Dorota
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