For the release of Just Dance 2017, the latest installment of the music video game, Ubisoft and BBDO Paris conducted a survey in several European countries, in collaboration with OpinionWay, about the social power of dance. According to the study, 45% of Europeans say they discovered or rediscovered someone they thought they knew, just by dancing with them–and 75% of Europeans think that dancing is a good way to break the ice and make friends.*

This revelation confirmed Ubisoft and BBDO Paris’ own observations as they worked together for the first time to create this international ad campaign: “You never know someone until you dance with them.” The campaign spotlights this true power of dancing: revealing something completely new about the person you’re dancing with.

The result is an international campaign that gives us a good reason to dance and discover Just Dance 2017. The campaign uses three funny, authentic films to illustrate the moments of truth that only dancing can cause. The idea of the campaign came from an insight about dancing: that it opens us up and shows other people our true selves. When you dance, you’re not your job, your social status or your past. You’re just you, here and now. Dancing with someone creates an undeniable connection. And don’t we really discover people when we see them dance? In this particular piece, a young lass gets to know her dad, Bill, through his dancing–which she at first finds embarrassing but then comes around to appreciate for what it reflects.

The films were directed by Will Hoffman and Julius Metoyer via production house Henry.

Credits

Client Ubisoft/Just Dance 2017 Agency BBDO Paris Matthieu Elkaim, executive creative director; Benjamin Davison, art director; James Gebler, copywriter; Julien Sanson, head of production; Morgane Bohn, TV producer. Production Company Henry Will Hoffman & Julius Metoyer, directors; Jean Luc Bergeron, exec producer; Laust Trier Mork, DP. Executive Production Smile

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