Grey London. has created a new interactive campaign for Puma called “Dance Dictionary”. The website features a series of freestyle dancers that interpret words to create new sentences that can be shared through all major social networks.

With the launch of the site Puma is stating that have invented a new language using dance. What they have actually done is to build a dance translation engine that allows people to send personalised dance messages to friends and family. The site  is promoting the new Puma fragrance line  “Sync” for men and for women which is being targeted to a younger audience.

The site is really well designed with a clean simple interface that hooks directly to your social network of choice. The look features full frame images, with text overlays. When the play button for each sentence is clicked, full frame video is displayed with each word overlaid across the image. It’s a simple easy to use site and a great idea that is hard to forget. The only thing I don’t get though is when you click the “Watch Music Video” link it takes you to YouTube instead of having the video embedded on the Puma Sync website. I’m not sure why Puma would want to direct traffic away from the parent site/page but they do.