|Campaign||You never know someone until you dance with them|
|Brand||Just Dance 2017|
|Date of First Broadcast/Publication|
|Business Sector||Video Games/Consoles|
The “You never know someone until you dance with them" campaign is the story of a rescue. “Just Dance”, the once Europe's most popular dancing video game, faced a terrible market turnaround in 2016 which pushed the brand to reinvent its communication strategy. The goal was to convince older and more demanding new generation console players that “Just Dance" is more than just a game: it’s a genuine social experience, shared with friends and loved ones. By revealing the unexpected power of dance to people, the campaign managed to reverse the brand’s downfall.
|Philosophy||The campaign spotlights this true power of dancing: revealing something completely new about the person you’re dancing with.The result is an international campaign that gives us a good reason to dance and discover Just Dance 2017. The campaign uses 3 funny, authentic films to illustrate the moments of truth that only dancing can cause. The idea of the campaign came from an insight about dancing: that it opens us up and shows other people our true selves. When you dance, you’re not your job, your social status or your past. You’re just you, here and now. Dancing with someone creates an undeniable connection. And don’t we really discover people when we see them dance?|
|Advertising Manager||Guillaume Carmona|
|Advertising Manager||Sophie Blandin|
|Advertising Manager||Sébastien Ratto|
|Managing Director||Emmanuel Devezeaux de Rancougne|
|Account Director||Nicolas Carlotti|
|Strategic Planner||Nicolas Orsoni|
|Account Manager||Lucie Lavrard|
|Executive Creative Director||Matthieu ELKAIM|
|Art Director||Benjamin Davidson|
|Head of Production||Julien Sanson|
|Agency Producer||Morgane Bohn|
|Executive Producer||Jean-Luc Bergeron|
|Director of Photography (DOP)||Laust Trier Mork|
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