The infectiously catchy hit song entitled ‘Happy’ by Pharrell Williams has gone viral and sparked an urban craze. The song from the Despicable Me 2 soundtrack has an ingenious video featuring ordinary and extraordinary citizens of Los Angeles dancing through the streets. The original version is a 24-hour interactive music video produced by Clement Durou and Pierre Dupaquier of We Are From L.A., made up of 400 people showing off their dance moves. Through 24-hours, viewers can seamlessly skip to different times and LA locations, without interrupting the flow of music. If you don’t have a full day to spare, you can catch the four-minute composite cut.
Now through social media the concept has gone viral. YouTube is crackling with copycat variations, and a special platform has been created www.wearehappyfrom to collect them all. Across the globe city dwellers have jumped on the idea and responded with their own versions. Film crews are grabbing passers-by and convincing them to dance for the camera. What better way to showcase the city, celebrate the vibrancy and character of the people, against the backdrop of different locations and landmarks? The videos communicate great pride in and love for the city. Urban branding and marketing officers take note!
Congratulations to the URBACT cities that have so far stepped up to the challenge and shown their creativity: Alba Iulia, Amsterdam , Barcelona , Beja , Belfast, Berlin , Brighton, Brussels, Budapest, Ciudad Real , Dublin , Glasgow , Gdynia , Hamburg , Katowice , Krakow , Leipzig , Lodz , London , Lugano , Lyon , Madrid , Paris , Poznan , Rotterdam , Toulouse , Vienna. We look forward to seeing more and maybe even producing a Happy URBACT!
I defy anyone to watch these videos without getting up and moving your feet, or, at the very least breaking into a big smile..
Sally Kneeshaw, Urbact Thematic Pole Manager for Governance and Happy Dancing!
