PARIS, FRANCE— This year has been a whirlwind of emotions for many, with moods running high and low as people struggle to create new routines in a quickly changing world. But there’s a universe that can adapt to any mood, one that has the potential to improve any situation – Just Dance, Ubisoft’s iconic dance game franchise.
With the release of Just Dance 2022, Sid Lee Paris and Ubisoft wanted to show that whatever your mood, there’s a move. The new campaign, “Just Dance it Out”, invites audiences to improve any situation through Just Dance, demonstrating its effects through a pair of films showing a diversity of characters discovering there’s a move for everything in the Just Dance universe.
Waiting for laundry, prepping for a date, or just plain bored, “Just Dance it Out” shows how the emotional power of Just Dance can transform the mundane. The films, directed by Watts, are set in a unique universe inspired by the in-game experience. Sid Lee Paris, the directors, and the teams at Mathematic, who mixed VFX with practical effects, collaborated to create crazy, colourful visuals and scenarios that draw viewers in and inspires them to get moving.
“The pandemic just helped us realize how dance is an essential for a generation that needs to move in a static world, with Just Dance we have more than a game, we have an emotional outlet for all,” said Bruno Lee, General Manager and Strategy Director.
Typically played among families during the holidays, Ubisoft hopes to encourage audiences to make the game a part of their life all year long by showing the benefits it can bring on a daily basis. “Just Dance it Out” is more than a campaign, it’s a call to action, to encourage people to use dance to work out their emotions. With a diversity of characters and scenarios, the films show the infinite number of possibilities in which Just Dance can bring us together and help us express ourselves.
The campaign launched in EMEA on TV Nov. 19th.
CREDITS:
Ubisoft
VP Marketing Branding Management & Esports: Lionel Hiller
Marketing Director: Sébastien Ratto
Brand Manager: Anaïs Armandy
Agency: Sid Lee Paris
CCO: Sylvain Thirache
President: Johan Delpuech
Creative Director: Stéphane Soussan
General Manager & Strategy Director: Bruno Lee
Chief Operation Officer: Antoine Ferrari
Senior Copywriter: Paula Hochberg
Art Director: Jessy Kikabou
Group Account Director: Jessica Ferris
Project Manager: Théo Margrain
Head of Production: Thomas Laget
Producer: Koniba Pleah
Strategists: Sarah Herbain & Héloïse Dung
Production: Mathematic TV
Director: Jenna & Tripp Watts
Executive Producer: Hadi W. Dahrouge,
Producer: Emeric Samier.
Director: Watts
VFX Supervisor : Emeric Samier
