The “Puma Dance Dictionary” presents a literary classic with a unique interpretation of the ʻNunnery Sceneʼ from Shakespeareʼs Hamlet.
Freestylers, Storyboard P, King Charles, Pac Man and Worm come together again with LA Choreographer - Super Dave, to encrypt each word from the iconic speech into unique dance moves.
The “Puma Dance Dictionary” was created last summer as a light-hearted social application for teenagers to send coded messages to one another in the form of dance moves. But this latest iteration of the campaign explores the potential for dance to introduce a generation bought up on music videos to classic literature. What the 16th century playwright would make of Memphis Jookinʼ, locking, popping and turfing, is anyoneʼs guess.
Could dance have the power to transcend class and history? Could interpreting and updating the classics in a way that’s fresh and relevant engage young people today? Could it build long-term interest in this frequently inaccessible area of culture?
University College Londonʼs Professor of English Literature, John Mullan thinks that using dance as a language could have greater educational potential...
“I donʼt think a dictionary of dance reduces the power of the written or spoken word on the contrary, I think it heightens the power of words. It could be a way of getting young people who are less naturally drawn to words and their complexities or less confident with language to really appreciate the power of words”, explained Professor Mullan.
MistaJam, DJ and youth culture expert, agrees...
“Absolutely dance could be a great tool to educate young people. The Dance Dictionary presents a 400 year old story in a fresh way that they might find more accessible or interesting, and frankly a bit cooler. I think anything that attempts to widen the appeal of literature can only be a positive thing”.
ʻA Classicʼ is the latest piece of content in the “Dance Dictionary” project, which was designed by Grey London in collaboration with film maker, Daniel Wolfe, to promote Puma Fragrances.
Dr. John Mullan & MistaJam debate the Puma Dance Dictionary...
Creative Credits:
Project Name: Puma Fragrances presents the Puma Dance Dictionary: A Classic
Client: MC Gasco-Buisson, Associate Marketing Director, P&G Prestige
Brief: Build on the launch of the dance dictionary. Stimulate debate about the role of dance in culture, to transcend class and history
Creative Agency: Grey London
Chief Creative Officer: Nils Leonard
Written & Art Directed by: Matt Newman & Nils Leonard
Creative Director: Andy Lockley
Creative Team: Matt Newman & Nils Leonard
Designers: Ryan Connolly, Chris Chapman
Agency Producer: Rebecca Pople / Dee Butler
Assistant Agency Producer: Alex Manzi
Creative Producer: Maxine Hose
Digital Producer: Andreas Zaremba, Sarah Brennan, Peter Jacobs
Digital Strategist: Jez Dutton
Information Architect: Colin Franks
Managing Partner: Sam Southey
Business Director: Susan Pratchett, Blair Meyler
Account Director: Youssri Rahman
Planning Director: Christianne Hamilton
Production Company: SomeSuch&Co
Director: Daniel Wolfe
Director of Photography: Andre Chematov
Production Company Producer: Lee Groombridge.
Editors: Matt Newman.
After Effects: Russ Tams @ Hogarth
Post Production: Hogarth / Framestore
Sound Design: Liam Conwell at Hogarth
Music: Composed.
Music Supervisors : Dom Bastyra @ Platinum Rye / David Laub @ First and Last
Choreographer : Super Dave