"The basic thing is that everyone wants happiness, no one wants suffering. And happiness mainly comes from our own attitude, rather than from external factors. If your own mental attitude is correct, even if you remain in a hostile atmosphere, you feel happy." -The Dali Lama
As the stock market continues to fluctuate and the financial crisis continues to affect different sectors of the global economy, it is important to create marketing campaigns that positively inspire. Consumers want to connect to campaigns that motivate and illuminant on happier qualities in life.
A brand can choose to remind consumers about the economic crisis and instill fear or it can make consumers feel happy and that they are part of something bigger then themselves. The Stand by Me video illustrates how different street performers can unite and be part of a global project.
As the media continually reminds us of global problems, it's refreshing when a song or marketing campaign can positively inspire viewers and make them "feel happy."