Universal Studios Digital PHARRELL WILLIAMS - 24 HOURS OF HAPPY by Iconoclast
Universal Studios: PHARRELL WILLIAMS - 24 HOURS OF HAPPY
Awards:
| Cannes Lions, 2014 | ||
|---|---|---|
| CYBER LIONS | CRAFT: USER EXPERIENCE | GRAND PRIX |
| CYBER LIONS | Craft: Interface & Navigation | GOLD |
| CYBER LIONS | Craft: Use of Video | GOLD |
| CYBER LIONS | Craft: Use of Music/Sound Design | GOLD |
| CYBER LIONS | Web Platforms: Microsite | GOLD |
| CYBER LIONS | Online Video: Interactive Video | GOLD |
| CYBER LIONS | Craft: Overall Aesthetic Design/Best Practice | SILVER |
Credits & Description:
Website URL http://24hoursofhappy.com/
UNIVERSAL / IAMOTHER
HAPPY
ICONOCLAST Paris, FRANCE
CLIENT: UNIVERSAL / IAMOTHER
PRODUCT: HAPPY
ENTRANT: ICONOCLAST PARIS, FRANCE
TYPE OF ENTRY: CRAFT
CATEGORY: USER EXPERIENCE
ENTRANT COMPANY : ICONOCLAST PARIS, FRANCE
ADVERTISING AGENCY : ICONOCLAST PARIS, FRANCE
WEAREFROMLA ICONOCLAST INTERACTIVE DIRECTOR
SOLAL MICENMACHER ICONOCLAST INTERACTIVE EXECUTIVE PRODUCER
Creative Execution:
More than 15 days of shoot and 2 month of day and night 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 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.
The operation was a huge success:
- The sales of the single exploded by 14,000% after the experience was launch
- The online experience is one of the biggest hit 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 whole world was a little bit happier.
Pharrell Williams was well known for his collaboration with the 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:
- Push the sells 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.
We wanted to create a content that would allow the audience to immediately relate to the 300 everyday-people having these simple and happy dances everywhere.