Puma has created an online tool called Dance Dictionary to promote its Sync range of fragrances. The campaign, by Grey London, sees Puma collaborate with freestyle dancers to compile a dance lexicon. People can use the dictionary to create messages and share them through social networks and e-mail. Activity includes a TV ad that launches in Europe this week. It was created by Ryan Connolly and Henrik Ridderheim, designed by Connolly and Chris Chapman, and directed by Daniel Wolfe through Somesuch & Co. Post-production was by Hogarth and Framestore.
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