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One Show 2012

Award Type: Advertising Awards

The One Show, the premiere international advertising award show, sets the industry standard for creative advertising in print, television, radio, outdoor, innovative marketing, integrated branding and branded content. 


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Industry Video Games/Consoles
Media Film, Digital, Interactive & Mobile
Market Sweden
Agency Crispin Porter + Bogusky Gothenburg
Executive Creative Director Gustav Martner, Björn Höglund
Producer Mikael Lindqvist
Released June 2011


Cannes Lions 2012
Branded content & entertaiment lions Best use or integration of user-generated content Bronze
Mobile Lions Entertainment, Lifestyle and Leisure Bronze

Credits & Description

Type of entry: Branded Entertainment
Category: Best use or integration of user-generated content
Advertiser: UBISOFT
Product/Service: VIDEO GAME
Agency: CP+B Gothenburg, SWEDEN
Advertiser UBISOFT
Entrant CP+B Gothenburg, SWEDEN
Type of Entry: Branded Entertainment
Category: Best use or integration of user-generated content
Advertiser/Client: UBISOFT
Product/Service: VIDEO GAME
Entrant Company: CP+B Gothenburg, SWEDEN
DM/Advertising Agency: CP+B Gothenburg, SWEDEN
Executive Creative Director: Björn Höglund (CP+B)
Group Account Director: Charles Faircloth (CP+B)
Business Director: David Clyde (CP+B)
Group Strategy Director: Gavin May (CP+B)
Executive Creative Director: Gustav Martner (CP+B)
Senior Copywriter: Jim Connolly (CP+B)
Senior Art Director: Joakim Khoury (CP+B)
Associate Experience Director: Jordan Clayton-Hall (CP+B)
Motion Designer: Jörgen Bengtsson (CP+B)
Head Of Interactive: Marcus Åslund (CP+B)
Interactive Developer: Martin Furuberg (CP+B)
Associate Creative Director and Senior Art Director: Mattias Berg (CP+B)
Visual Designer: Mattias Nordenham (CP+B)
Senior Interactive Developer: Mikael Hellqvist (CP+B)
Producer: Mikael Lindqvist (CP+B)
Creative Technology Director: Per Rundgren (CP+B)
Chief Creative Officer: Rob Reilly (CP+B)
Senior Interactive Developer: Stefan Hållén (CP+B)
Visual Designer: Stephano Dinamarca Fernández (CP+B)
Associate Experience Director: Tommy Carlsson (CP+B)
Describe the campaign/entry
As Autodance was a global release, no specific country situation applies.


Just Dance is the fun, dance game series that anyone can pick up and play. However, until now, teenage girls have dominated the audience. 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. To do this, we wanted unleash the dancer in everyone, and prove that anyone can Just Dance.
Our answer was Autodance, the app that makes anyone dance. Simply record 4 short clips of a friend moving, and Autodance will sync their movements to a choice of tracks from the game to create a branded dance video. The video can then be shared directly to Facebook or the Autodance YouTube channel.
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, and features our tagline ‘Anyone can Just Dance’, along with an end card for the game.

Describe the creative solution to the brief/objective.

Seeding of the app was kicked off via the Just Dance Facebook fan page. We then let the ecosystem (App Store top lists, YouTube channel, and Facebook posts) do the rest.

Describe the results in as much detail as possible.

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.
Results since the release of Autodance, Oct 2011:
App downloads 4.2m
User-generated videos: 19m
Video views (in phone): 56m
Total video shares (Facebook and YouTube): 1.6m
Facebook ‘Likes’: 2.5m
Facebook comments: 1.6m
Submitted videos to YouTube Channel: 450,000 (110,000 made public)
App Store:
No.1 music app in 15 countries
Top 10 (overall) app in 10 countries
App store reviews: 2647
Average score: 4/5