Titanium > Titanium and Integrated
ICONOCLAST, Paris / UNIVERSAL / IAMOTHER / 2014
Awards:
Overview
Credits
CampaignDescription
Pharrell Williams was well known for his collaboration with Daft Punk and Robin Thicke, but the sales of his solo single HAPPY composed for the film Despicable Me 2 did not reach the expectations.
The objectives were multiples:
- Help with the sale of the single
- Connect with the fans by creating a one of kind digital experience
- Make the world a happier place
Our insight was simple: everybody is untitled to happiness; let's give them the little push they need to express themselves.
Effectiveness
The operation was a huge success:
- The sales of the single exploded by 14,000% after the experience was launched
- The online experience is one of the biggest hits of all time with close to 10 million visits
- People all around the world felt connected to Pharrell and did a massive amount of remakes
- The UN decreed that March 20th will from now on be the Happiness Day, and that Pharrell will be the sponsor.
But most of all, the world was a little bit happier
:)
Implementation
It took more than 15 days of shooting and 2 month of day and night of postproduction, design and development.
Main technologies used: HTML5, Youtube HTML 5 player, php
The main issue we had to solve was to make a fluid user experience based on a 24 hours movie hosted on Youtube.
We finally used a playlist of 3 x 8h videos and spent a lot of time working on the bugged html 5 youtube player !
The project is iPad compatible.
Something that was really important for us as well was that wherever you go into the 24 hours, the music would never stop
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