Puma Sync "dance dictionary" by Grey London

Puma has created an online tool called Dance Dictionary to promote its Sync range of fragrances. The campaign, by Grey London, sees Puma collaborate with freestyle dancers to compile a dance lexicon. People can use the dictionary to create messages and share them through social networks and e-mail. Activity includes a TV ad that launches in Europe this week. It was created by Ryan Connolly and Henrik Ridderheim, designed by Connolly and Chris Chapman, and directed by Daniel Wolfe through Somesuch & Co. Post-production was by Hogarth and Framestore.