CP+B Scandinavia (SWEDEN)
|Just Dance 3, "Autodance"||44-01638-INT|
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, Gothenburg
Chief Creative Officer: Rob Reilly
Executive Creative Director: Gustav Martner
Executive Creative Director: Bjorn Hoglund
Chief Creative Officer: 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: Jorgen 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
To promote the release of Just Dance 3, we wanted to prove that anyone can Just Dance. Our answer was Autodance, the app that makes anyone dance, regardless of talent. 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, 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.
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, our brief was to expand the audience to those who wouldn’t usually play dance games.