Work

Pharrell Williams’ GRAMMY-award winning hit “Happy” was on its way to becoming the song of the year, which it inevitably achieved.

Immediately after it was released with the first ever 24 hour music video, thousands of fans around the globe were inspired to share their own dance and cover interpretations of the song. As a result, our team leveraged the song’s virality and partnered with the United Nations to further drive UGC and promote the organization’s newly unveiled International Day of Happiness that occurs every March 20th.

Our campaign kicked off with a CTA video of Pharrell asking fans to submit their videos of themselves by using the hashtag #HAPPYDAY, and within the first week, we received over 2,000 new submissions and slew of press pickup from top music and lifestyle outlets. Our favorite submissions were then featured on Pharrell’s website via a supercut video (above) that premiered on the Day of Happiness. This release also coincided multiple Happy-themed celebrations across five international markets and a special appearance by Pharrell at the United Nations headquarters in New York City to ring in the holiday.