Nanjing, China, 13 May, 2014 - SinoConnexion together with the Chinese government is making a bold move in the latest promotional campaign for the city of Nanjing, by producing a video featuring singing and dancing around the city's most famous landmarks, to a song by one of America’s biggest music stars, that is hoped to become a viral sensation on the Internet.
The release of “Happy Nanjing (Pharrell Williams - ‘Happy’) OFFICIAL version" comes ahead of the city’s hosting of the second Youth Olympic Games (YOG) in August of this year, and is intended in part to promote the city to would be visitors to both the Games and China in general.
The promotion embraces internet sharing and social media sites that are blocked within mainland China, such as You Tube, Facebook and Twitter, and marks a radical departure from typical promotions by local government in China that uphold Party ideals and are very traditional and conservative in their approach.
UK company SinoConnexion won the contract after taking the initiative to produce a pilot version of the video in March that helped introduce the idea to local officials, while also showing off the potential for viral video marketing for the city of Nanjing.
Keen that Nanjing be seen by the world as a highly internationalised city, yet one that operates in a rich historical context, the Nanjing government thinks of the Happy Nanjing video as being an ideal way to put across this perspective. SinoConnexion Production Director Frank Hossack said, “We have 54 shots in the script; that’s 54 chances to show off Nanjing’s greatest locations, many of which are steeped in thousands of years of history, in which there will be people from all over the world singing, dancing and generally being happy. As a city promotion it’s a tremendous idea and we’re delighted the Nanjing government have jumped on board the concept 100 percent”.
The “Happy Nanjing” video includes scenes shot at the city’s most popular attractions, including Confucius Temple, Presidential Palace, Zifeng Tower, Nanjing Yangtze River Bridge, Ming Xiaoling Mausoleum, Nanjing City Wall, Nanjing Folk Museum, Zheng He Treasure Boat shipyard, Xuanwu Lake, Laomengdong, 1912 Leisure District, Sun Yat-sen’s mausoleum, Nanjing Municipal Museum, Nanjing Stone City and many others.
Cleared for for rebroadcast and redistribution, the video may be viewed online at http://youtu.be/Jeh72JmgkvI
About the global happy video phenonemon
Williams’ song “Happy" was at first promoted using a video advertised as being "the world's first 24 hour music video", comprising the four-minute song repeated 360 times with various people dancing around Los Angeles and miming along. As a result, people the world over have been making their own versions of the video in which people from different cities dance to the song. The website wearehappyfrom.com attempts to track all the happy videos that have been made, and as of 14th April, 2014, reported the total to have reached 1,225, with in the order of 15 new videos being added every day.
Based in Nanjing, SinoConnexion provides international quality video production, as well as print, internet, radio and television advertising agency services, plus website design, new media promotion, production of audio materials and a range of design services. The company's Co-Founder and Production Director, Frank Hossack, is a four time winner of a New York Festivals award who moved to China in 1993 to assist China’s radio stations in the production of popular western music based entertainment programming.