Emmanuel Devezeaux de Rancougne
General Manager at Proximity Paris
Paris Area, France, France
TitleBill
Agency
Campaign You never know someone until you dance with them
Advertiser Ubisoft
Brand Just Dance 2017
Date of First Broadcast/Publication
Business Sector Video Games/Consoles
Story SUMMARY
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? 
Media Type Television
Length
Advertising Manager
Advertising Manager
Advertising Manager
Managing Director
Account Director
Strategic Planner
Account Manager
Executive Creative Director
Art Director
Copywriter
Head of Production
Agency Producer
Production Company
Executive Producer
Director
Director
Director of Photography (DOP)

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