Autodance by Crispin Porter + Bogusky Gothenburg for Ubisoft

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Autodance

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Industry Culture, Leisure & Sport
Media Digital, Interactive & Mobile
Market Sweden
Agency Crispin Porter + Bogusky Gothenburg
Associate Creative Director Mattias Berg Attributverket
Executive Creative Director Gustav Martner
Copywriter Jim Connolly
Released May 2012

Awards

Epica Awards 2012
Interactive Media & Entertainment Interactive Bronze

Credits & Description

URL: http://slowpoke.se/comp/2012/epica/autodance
Entrant: CP+B, Gothenburg
Ubisoft Just Dance 3 - "Autodance"
Visit Website: http://slowpoke.se/comp/2012/lia/autodance
Corporate Name of Client: Ubisoft
Client Account Directors: Charles Faircloth/David Clyde
Global Chief Creative Officer: Rob Reilly
Executive Creative Director: Gustav Martner
Associate Creative Director: Mattias Berg
Copywriter: Jim Connolly
Art Directors: Joakim Khoury/Mattias Berg
Graphic Designers: Stephano Dinamarca Fernández/
Mattias Nordenham
Senior Integrated Producer: Marcus Åslund
Interactive Producer: Mikael Lindqvist
Technical Creative Director: Per Rundgren
Post-Production Company: Adore You
Motion Designer: Jorgen Bengtsson
Senior Interactive Developers: Stefan Hållén/
Mikael Hellqvist
Interactive Developer: Martin Furuberg
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.