Open Happiness: Difference between revisions
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==Music== |
==Music== |
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Music plays a central role in the campaign. The first Open-Happiness-based song was initially featured in a television commercial for the American market. The song was released as a [[Single (music)|single]]. It is a collaboration between [[Cee-Lo Green|Cee-Lo]] of [[Gnarls Barkley]], [[Patrick Stump]] from [[Fall Out Boy]], [[Brendon Urie]] from [[Panic! at the Disco]], [[Travis McCoy]] from [[Gym Class Heroes]] |
Music plays a central role in the campaign. The first Open-Happiness-based song was initially featured in a television commercial for the American market. The song was released as a [[Single (music)|single]]. It is a collaboration between [[Cee-Lo Green|Cee-Lo]] of [[Gnarls Barkley]], [[Patrick Stump]] from [[Fall Out Boy]], [[Brendon Urie]] from [[Panic! at the Disco]], [[Travis McCoy]] from [[Gym Class Heroes]] and [[Janelle Monae]] with [[Polow Da Don]] and [[Butch Walker]] as producers.<ref name=coca /> Directed by award-winning director [[Alan Ferguson]],<ref>{{cite web |accessdate=2009-10-09 |url=http://www.thecoca-colacompany.com/presscenter/nr_20090316_open_happiness_single.html |title=Coca-Cola super-group set to release "Open Happiness" single in global music partnership |publisher=The Coca-Cola Company |date=2009-03-16 }}</ref> the music video for the song debuted on [[MTV]] in July 2009.<ref name=mtv /> |
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The Philippine version was released on April 2009. The song was performed by the five-piece band [[Sandwich (band) | Sandwich]] and a music video was created to it as well. It was never released as a single. |
The Philippine version was released on April 2009. The song was performed by the five-piece band [[Sandwich (band) | Sandwich]] and a music video was created to it as well. It was never released as a single. |
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Revision as of 21:26, 3 August 2010
| File:Open Happiness.jpg Logo for the Open Happiness marketing campaign | |
| Agency | McCann Erickson |
|---|---|
| Client | The Coca-Cola Company |
| Release date(s) | 2009 |
| Slogan |
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Open Happiness is a global marketing campaign for The Coca-Cola Company that was rolled out worldwide in the first half of 2009, following the company's "Coke Side of Life" advertising campaign.[1] It was developed by the McCann Erickson creative agency.[2]
Strategy
The campaign was launched on the reality television series American Idol on January 21, 2009, and rolled out to other national markets over the following weeks. In the United States, commercials following the Open Happiness theme appeared during NBC's broadcast of Super Bowl XLIII on February 1, 2009, and during ABC's broadcast of the 81st Academy Awards on February 22, 2009. Marketing for The Coca-Cola Company based on the Open Happiness theme also appeared in the United States as print ads in newspapers, in television commercials, in outdoor advertising, and in in-store advertising.[1]
Music
Music plays a central role in the campaign. The first Open-Happiness-based song was initially featured in a television commercial for the American market. The song was released as a single. It is a collaboration between Cee-Lo of Gnarls Barkley, Patrick Stump from Fall Out Boy, Brendon Urie from Panic! at the Disco, Travis McCoy from Gym Class Heroes and Janelle Monae with Polow Da Don and Butch Walker as producers.[1] Directed by award-winning director Alan Ferguson,[3] the music video for the song debuted on MTV in July 2009.[4]
The Philippine version was released on April 2009. The song was performed by the five-piece band Sandwich and a music video was created to it as well. It was never released as a single.
The Coca-Cola Company later began marketing the Open Happiness theme to East Asian markets in June 2009. The Open Happiness song was adapted to the Cantonese language for Hong Kong; the song is sung by Hong Kong pop star Joey Yung in the country's version of the song and music video.[2]
A version of the song for Singapore was released later in the same month, which had local pop stars Derrick Hoh and Jocie Guo provide vocals. The song's music video was filmed by Warner Music.[5]
In May 2009, the Coca-Cola Company launched the Open Happiness in the Middle East markets, and an Arabic language-version of the song was recorded by Lebanese pop icon Nancy Ajram, called "Eftah Tefrah". [6]
In July 2009, the Open Happiness was launched in the Chinese market, where a Chinese version of the song was recorded by Taiwan singer and songwriter Wang Leehom.[7] In 2010, Taiwan singer, A-Mei also recorded a version of the song.
The Canadian version of Open Happiness was recorded by Kardinal Offishall, Bedouin Soundclash , and Cœur de pirate. It was used during the Vancouver 2010 Olympic Winter Games Torch Relay and at Coca Cola's Pavilion during the games.
On October 28, 2009 Monkey Majik released their own Japanese rendition of Open Happiness. A music video was made for the single's release.Cite error: The <ref> tag has too many names (see the help page).
In November 2009, The Coca-Cola Company launched the Indonesian version of Open Happiness, with the title "Buka Semangat Baru (Open a New Spirit)". It is sung by Ello, Ipang, and Barry from the hip-hop/rock group Saint Loco, and Indonesian-Philippines pop star, Lala.[8]
In February 2010, the Korean version of Open Happiness, performed by 2PM, was released as a digital download single.[citation needed]
The song charted in the United States, New Zealand, France, the United Arab Emirates, and Australia. In China, the song simultaneously reached the number one spot on several music charts.[4][9]
References
- ^ a b c d "Open Happiness Press Release". The Coca-Cola Company. 2009-01-21. Retrieved 2009-10-09.
- ^ a b "Coca-Cola". Media magazine. 2009-06-03. Retrieved 2009-10-09.
{{cite web}}: Text "Hong Kong" ignored (help); Text "Open Happiness" ignored (help) - ^ "Coca-Cola super-group set to release "Open Happiness" single in global music partnership". The Coca-Cola Company. 2009-03-16. Retrieved 2009-10-09.
- ^ a b "'Open Happiness' Music Video Debuts on MTV". The Coca-Cola Company. Retrieved 2009-10-09.
- ^ Lim, Kenny (2009-06-12). "Coca-Cola launches 'Open happiness' single in Singapore". Media magazine. Retrieved 2009-10-09.
- ^ "'Open Happiness' and enjoy life's simple pleasures with Coca-Cola" (Press release). The Coca-Cola Company. 2009-05-30.
- ^ Leung, Jane (2009-07-13). "Coca-Cola extends 'Open happiness' to China". Media magazine. Retrieved 2009-10-09.
- ^ "Buka Semangat Baru". Media Ide. Retrieved 2009-12-10.
- ^ "Five Creative Coca-Cola Commercials of 2009". EverythingPR. Retrieved 2009-10-14.