The Dance Move Dictionary

May 07, 2013

By Ofer Tirosh


Reading the dictionary can be helpful but it isn’t fun by any stretch of the imagination. Well it wasn’t up until now, at least. The PUMA Dance Dictionary is changing everything you thought you knew about the dictionary. This dictionary is made up of dance moves!

The dictionary was created to teach teens how to read body language. The dictionary depicts a number of common phrases through dance and body movements.  The platform offers the possibility to create over 10,000 different sentences using the application. The application has 11 different basic sentences where words can be replaced to create new sentences with different meanings.  The sentences can also be shared on popular social media networks such as Facebook, Twitter and e-mail. 

For this dictionary project, PUMA collaborated with renowned choreographer, Super Dave to create intense and creative dance moves. 

But this isn’t the first time a company has used body language and movements to help with branding. Back in 2011, Dove encouraged their online fans to write messages with letters formed on female bodies. In this case, PUMA’s dance move dictionary is launching just in time to coincide with their fragrance launch. 

The full story about the PUMA dance move dictionary can be found online.




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