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Epica Awards 2012

Award Type: Advertising Awards

Phone: +33 (0)1 42 04 04 32

The Epica awards were created in 1987 and celebrated their 25th anniversary last year. Having originally focused on Europe only, the awards will become worldwide in 2012.
Epica’s aim is to reward outstanding creativity and help communication agencies, film production companies, media consultancies, photographers and design studios to develop their reputations beyond their national borders.

The awards are judged by journalists representing the trade press; 41 specialist titles and websites from 34 countries will be represented on the jury this year, including 6 new titles from Canada, India, Singapore, China, Australia and the Philippines. This unique jury guarantees objectivity and widespread coverage of the results. The best work is also published in the annual Epica Book.

Autodance, 2

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Industry Video Games/Consoles
Media Design & Branding
Market Sweden
Agency Crispin Porter + Bogusky Gothenburg
Executive Creative Director Gustav Martner, Björn Höglund
Producer Mikael Lindqvist
Released January 2012


Epica Awards 2012
Branded Content Mobile Communications Silver

Credits & Description

Agency (city): Crispin Porter + Bogusky, Gothenburg
Creative Director(s): Mattias Berg
Copywriter(s): Jim Connolly
Art Director(s): Mattias Berg
Production Company (& City): Adore You
Chief Creative Officer: Rob Reilly
Executive Creative Director: Gustav Martner
Executive Creative Director: Bjorn Hoglund
Creative Technology Director: Per Rundgren
Head of Interactive: Marcus Aslund
Producer: Mikael Lindqvist
Associate Experience Director: Jordan Clayton-Hall
Associate Experience Director: Tommy Carlsson
Senior Interactive Developer: Mikael Hellqvist
Senior Interactive Developer : Stefan Hallén
Interactive Developer: Martin Furuberg
Motion Designer : Motion Designer Jörgen Bengtsson
Visual Designer: Stephano Dinamarca Fernández
Visual Designer: Mattias Nordenham
Group Strategy Director: Gavin May
Business Director: David Clyde
Group Account Director: Charles Faircloth
Assistant art director: Joakim Khoury

Short explanation
To promote the release of Just Dance 3, we created Autodance, an app that proves anyone can Just Dance. Simply record your friends doing stuff 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 that can be shared online.

Autodance is more than just 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, and features our tagline “Anyone can Just Dance”, along with an end card for the game.

With no media spend, Autodance exposed Just Dance 3 to a new audience of millions. And over Christmas 2011, Just Dance 3 became the best-selling video game in Europe.

Campaign site URL:
Download app link:

App Downloads: 6.3 Million
User-generated videos: 32 Million
Video views (in phone): 118 Million
Video views (on Facebook): 32 Million
Total video shares (Facebook and Youtube): 2.9 Million
Facebook likes: 4.3 Million
Facebook comments: 2.4 Million

Just Dance is the fun dance game series that anyone can pick up and play. But until now, the audience has been limited to teenage girls. For the launch of Just Dance 3, our brief was to expand the audience, with no media spend.