PUMA Dance Dictionary

Don’t just say it. Move it.

PUMA is harnessing the power of interpretive dance as a way of promoting Sync, a line of fragrances for men and women. In order to ensure the dance moves were fresh, they partnered with dance choreographer SuperDave. People can browse pre-populated sentences and add new words to change the dance much like Mad Libs, but with more poppin & lockin.

Why I’m Curious

I’m typically a fan of anything that provides a creative utility with the brand taking a back seat. In this instance a better connection to the promoted product would have strengthened the execution.

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