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Silver Winner

Digital — Games

Entrant: CP+B, Gothenburg

Ubisoft Just Dance 3

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Advertising Agency City: Gothenburg Agency: CP+B
Description of the Project

Just Dance is the fun dance game series that anyone can pick up and play. But until now, the audience has been dominated by teenage girls. For the launch of Just Dance 3, in Europe and Australia, our brief was to expand the audience to those who wouldn’t usually play dance games. Without any media spend.

Our answer was Autodance, the app that makes anyone dance. Simply record your friends moving and the app syncs their movements to a choice of dance tracks from the video game. Like magic, your friends will be shaking their stuff in a branded music video, which can be shared online.

Autodance is more than a fun app. It’s a fun tool to get people to make and share our ads for us. Each user-generated video acts as an advert for Just Dance 3, featuring our tagline “Anyone can Just Dance”, and an end card for the game.

With over 6.3 million downloads; 2.9 million online video shares and counting - since Oct 2011, Autodance exposed Just Dance 3 to a new, diverse audience of millions. And Over Christmas, Just Dance 3 became the best selling game in Europe.

Interactive Developer: Martin Furuberg Senior Interactive Developers: Stefan Hållén/Mikael Hellqvist Motion Designer: Jorgen Bengtsson Post-Production Company: Adore You, Stockholm Technical Creative Director: Per Rundgren Interactive Producer: Mikael Lindqvist Senior Integrated Producer: Marcus Åslund Graphic Designers: Stephano Dinamarca Fernández/Mattias Nordenham Art Directors: Joakim Khoury/Mattias Berg Copywriter: Jim Connolly Associate Creative Director: Mattias Berg Executive Creative Director: Gustav Martner Global Chief Creative Officer: Rob Reilly Client Account Directors: Charles Faircloth/David Clyde Corporate Name of Client: Ubisoft

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