Puma using freestyle dance to target the youth market doesn’t sound that inspired but when the product being marketed is a perfume, things become a little different. Dance Dictionary is a collaborative project from Puma and Grey London. It involves well-known freestyle dancers translating 280 words into dance moves which can then be strung together by users to form video sentences and shared via social media. The Puma Dance Dictionary campaign is also being accompanied by an original track from Dre Skull.

Whilst there’s no obvious connection between Dance Dictionary and Sync, the fragrance being advertised, it feels much more appropriate and relevant to a younger market than bog-standard perfume ads plus it’s easy to envisage the target audience responding well to the campaign’s overall look and feel. And need we mention this is another instance of a brand heavily relying on the power of sharing and social media to generate engagement.