Title	A CLASSIC
Brand	PUMA
Product/Service	PUMA FRAGRANCE
Category	A04. COSMETICS, BEAUTY, TOILETRIES & PHARMACY
Entrant Company	GREY LONDON, UNITED KINGDOM
Advertising Agency	GREY LONDON, UNITED KINGDOM
Production Company	SOMESUCH & CO London, UNITED KINGDOM
Production Company 2	HOGARTH WORLDWIDE London, UNITED KINGDOM

Name	Company	Position
Nils Leonard	Grey London	Chief Creative Officer
Andy Lockley	Grey London	Creative Director
Nils Leonard/Andy Lockley	Grey London	Copywriter
Ryan Connolly	Grey London	Art Director
Rebecca Pople/Dee Butler	Grey London	Agency Producer
Sam Southey	Grey London	Managing Partner
Susan Pratchett	Grey London	Business Director
Youssri Rahman	Grey London	Account Director
Christianne Hamilton	Grey London	Planner
Lee Groombridge	Somesuch	Producer
Daniel Wolfe	Somesuch	Director
Andre Chematov	Somesuch	Director Of Photography
Matt Newman	Hogarth	Editor
Hogarth/Trim	Hogarth/Trim	Editing Company
Aiden Hogarth	Hogarth	Sound Design Arrangement
Hogarth Worldwide	Hogarth Worldwide	Post Production
Marvin Alvarez	Hogarth/Trim	Junior Editor
Grey London		Additional company

Brief Explanation

BACKGROUND: Launched in the summer of 2013, at the heart of the Puma Dance Dictionary is a unique messaging platform, that translates words into dance. A social tool that lets people encrypt messages to one another in dance moves. The Dance Dictionary was an integrated experience that came to life in digital, social, broadcast, in store and experiential with a bespoke music track and music video, tailored content for leading blogs and 1000's of user generated videos shared on social networks. “A CLASSIC” Crafted as a longer form cinema, TV and online film “A Classic” has a dual purpose; It brings a new life and audience to the Dance Dictionary platform – inspiring people to tell richer stories via dance and extending the campaign beyond a simple messaging platform. But there is also an educational goal – using the medium of street dance to introduce a younger audience to literature and classics; helping to build a long term interest in this frequently inaccessible area of culture.