When you spend the better part of the week driving to, working at and dining in a cubicle, you need all the cheering up you can get. Which is why Volkswagen created the Happy Parade. On this paper-craft-inspired website, you can tag your glum, angry and annoyed Facebook friends in a joyful parade led by reggae icon Jimmy Cliff, who serenades the world with the ‚70s hit ‚C‚mon, Get Happy‚. It‚s a cheerful send-up of all the things that annoy us and a nice compliment to Volkswagen‚s Jamaican-infused Super Bowl spots.

Launch the campaign
Published
April 2013
Topics

The Story

When you spend the better part of the week driving to, working at and dining in a cubicle, you need all the cheering up you can get. Which is why Volkswagen created the Happy Parade. On this paper-craft-inspired website, you can tag your glum, angry and annoyed Facebook friends in a joyful parade led by reggae icon Jimmy Cliff, who serenades the world with the ‚70s hit ‚C‚mon, Get Happy‚. It‚s a cheerful send-up of all the things that annoy us and a nice compliment to Volkswagen‚s Jamaican-infused Super Bowl spots.

For us, using technology in a new way wasn‚t the goal of this assignment. We were more concerned with getting a unique Flash-based experience developed, tested and on the web with just a week and a half to go before game day. So, if anything sparked our creativity, it was time. As is often the case, the time constraint meant that the agency and client had to adapt to work efficiently and creatively to develop and approve the various aspects of the site.

The Technology

The Results

From the outset, we knew we wanted to create a piece that tied in the Super Bowl television spots. But with two weeks to go, a final spot had yet to be locked in. This meant a fast and efficient turnaround that allowed the site to be built internally over the course of a week and a half. But beyond building it, the goal was to put a Volkswagen spin on a Facebook application, creating a smile-inducing type of experience that the brand is known for. Since all of the work on the site was done internally, it has proven to the client that the agency can concept digitally and execute quickly and effectively.

Launch Date 28 January 2013