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Dance Dictionary

PumaDance Dictionary

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play

video

Disrupt the fragrance category by connecting with the youth culturally and digitally.

400%

uplift in digital traffic

7m

views

multiple

industry awards

For the launch of Puma SYNC, we wanted to reconnect with a younger audience through innovative and relatable storytelling. We disrupted the codes of fragrance advertising by going into youth culture and launched it through a bespoke track and music video. The heart of the campaign was a digital platform allowing users to translate words into dance.

We complemented the campaign with assets across TV, Cinema, Print, OOH and Retail, as well as editorial content on Dancehall culture featuring Usain Bolt.

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