Puma's ‘Dance Dictionary’

To promote the launch of its Sync fragrances, sportswear brand PUMA engaged the help of choreographer Super Dave and 25 other freestyle dancers to create a ‘dance language’.

Named the ‘Puma Dance Dictionary’, the interactive site lets users send messages to their friends using dance moves.

Words such as “cat”, “love”, “Monday”, “I”, “scream”, “pizza” and “hot tub” get a dance move each and are danced out in video, which users can pick and choose to create their messages.

Users can choose from 11 basic sentences, and replace italicized words with various given options in the sentences, and share the message with their friends via Facebook, Twitter and email.

Is a ‘danced out’ message cooler than a text-based one?


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