Open Happiness!

September 12, 2010

Happy Sunday! Only recently discovered the 'Open Happiness' series of music videos on Youtube produced for Coca-Cola. To give some background:

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. - Wikipedia

I love all their videos! The tune was by Cee-Lo Green (from Gnarls Barkley), and subsequently local countries did their own versions based on the melody. Some was fast, some was rap, some was really quintessentially Asian. Here's the full lineup for your enjoyment! open up some happy juice now!

Original:


The Philippine version was released on April 2009. The song was performed by the five-piece band Sandwich.


Adapted to the Cantonese language for Hong Kong; the song is sung by Hong Kong pop star Joey Yung.


Singapore's version with local pop stars Derrick Hoh and Jocie Guo.


An Arabic language-version of the song was recorded by Lebanese pop icon Nancy Ajram, called "Eftah Tefrah".


Chinese version of the song was recorded by Taiwan singer and songwriter Wang Leehom.


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.


Monkey Majik released their own Japanese rendition of Open Happiness. Not very Japanese eh? But it sure is odd. so maybe it IS japanese.


The Indonesian version of Open Happiness, with the title "Buka Semangat Baru (Open a New Spirit)" is sung by Ello, Ipang, and Barry from the hip-hop/rock group Saint Loco, and Indonesian-Philippines pop star, Lala.


Thai version by Tattoo Colour.


The Korean version of Open Happiness, performed by 2PM.



Not that related, but here's a really summery Australian ad based on the song:



I hope this wasn't overkill. I love it when global brands localized and each country's style comes out. Probably a really great brand case study!

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