Just Dance was released for the WiiTM in 2009, creating a new genre: the dance game everyone could play.With three main titles (Just Dance, Just Dance 2 and Just Dance 3), together with other releases such as Just Dance Kids, the Just Dance brand has become a worldwide phenomenon, achieving sales of over 30 million.
To mark the launch of Just Dance 4, Ubisoft, with its advertising agency BETC, has decided to create a strong brand territory with a unique identity.
The campaign will be deployed across all of Europe, and consists of twin approaches based on TV and digital media. The film begins with a bunch of youngsters getting ready for a party, and then takes on a music video feel as soon as the lights go out. The fun begins in a brightly coloured pop world, with the game’s dance coaches characters start to meld with reality. The goal is to create a brand image that focuses on celebration, creating a context in which stylish teenagers can party with their friends.
COUNTRIES France, Spain, Italy, UK,
Client Management: Guillaume Carmona, Clement Prevosto, Sophie Blandin
Agency Management: Jean-Charles Caboche, Tiphaine Du Plessis, Damien Clanet, Emilie Grimaldi
Creative Director: Stephane Xiberras
Art Director: Benjamin Le Breton
Assistant Art Director: Gregory Pierrain
Copywriter: Arnaud Assouline
TV Producer: Michel Teicher, Elodie Andurand
Music Production: Gum
Production Company: Rita Films
Director: Sophie Gateau
Media Strategy Planner: Clarisse Lacarrau