THE WORLD STILL DANCES THE "SID SHUFFLE"
THE BIG DEAL: RE-LAUNCHING A FRANCHISE BY CREATING A CULTURAL PHENOMENON.
We knew that to revive the fortunes of a stagnant animated franchise, we needed to re-energize an audience that was familiar with Ice Age, and do something special for an audience that didn’t know the beloved characters.
We pitched the idea of a dance video, tied with a dance instructional, that would be used to create a dance and inspire a worldwide dance craze. It was a dream come true—from animators coming up with the dance, to John Leguizamo singing and dancing, to a famous hip hop producer producing the song, the end result made us very happy.
The results were staggering: worldwide media covered not only the public dances all over the globe, replete with celebrities, but it became a hit with children and young adults, inspiring many school dance routines, and still racking up the youtube count. More than 55 million earned views and still counting, it has become a cultural staple in schools, kindergartens and other places all around the world.