Kaufland Dance Talk

Creative idea

Introducing: Kaufland Dance Talk, a recruitment dance made in sign language, and launched on TikTok for everyone to recreate. We cleverly disguised an announcement about our inclusive job program into unique dance choreography using TikTok's entertaining 'dance challenges' format. Moreover, we worked with a professional choreographer and Sign language interpreters to create our choreography. Amateur dancers from the TikTok community were encouraged to recreate the dance moves on their personal TikTok profiles. When the dance became a movement, we came clean, and revealed the moves for what they were: a recruitment announcement in sign language hidden in plain sight.

Brand name: Kaufland
Advertiser / client: Kaufland
Product / service: Retail
Campaign name: Kaufland Dance Talk
Agency network: INDEPENDENT AGENCY
Agency: v8 Bucharest
Additional company: Mccann PR
Web address: https://www.tiktok.com/@kauflandromania/video/7262329764994632993
Creative director: Adina Stanescu
Art director: Anca Masek, Adriana Paulică, Rareș Boghiu
Copywriter: Sandra Cristu
Account director (agency): Corina Csosez, Andrei Dragu
Client account director: Alexandra Coancă
Managing director: Ionuț Andrei
Strategic planner / strategist: Camelia Cucu
Director of photography: Tiberiu Arsene
Agency producer: Sorana Cochec
Additional company: Linotip team Arcadie Rusu - Coregrafie Alexandru Suciu - Muzica Client team Estera Anghelescu - Recruiting & Employer Branding Director Karla Riskovics - Employer Branding Coordinator Alexandra Munteanu - Employer Branding Specialist Silviu Buidan - Head of Digital Marketing Razvan Motei - Social & Online Marketing Specialist