Body talk: Puma ad creates dance vocabulary

The Dance Dictionary, created by Grey London, contrasts digital lifestyles with more fundamental communication methods. ‘Before there were words, texts and tweets… we had body language,’ the introductory video explains.

The site turns simple phrases into dance sequences, like sign language communicated in full-body gestures rather than simple hand signals. Users are given simple phrases, such as ‘Please catch my fall, I’m going to faint’, and can then swap certain words to create their own phrases, such as ‘Please stroke my plants, I’m going to jail’. 

High-profile freestyle dancers joined the project to develop its ‘vocabulary’ of 280 words. In line with Puma’s youthful and athletic image, the campaign reaches an online audience while also emphasising physicality and artistry. 

For other examples of digital expression through imagery, rather than text, read our Climb on the Vine microtrend.