Dancing makes people happy. Its energy and endorphins have a way of embracing positivity. Or, if you’re Instagrammer Donté Colley, then dancing can quite literally support, highlight, or shimmy happiness, love, and gratitude.
The social media star—with his viral videos featuring stellar dance moves, emoji effects, and inspirational messages—was the perfect match for LG Electronics’ “Experience Happiness Dance.” Partnering with Daybreaker to curate and create the community, more than 400 participants danced atop One World Observatory to celebrate the United Nations International Day of Happiness.
LG, whose “Life’s Good” theme promotes happiness, was a natural partner for Colley and Daybreaker. David VanderWaal, senior vice president of marketing, LG Electronics USA, said in the press release: “Our brand positioning in the U.S. focuses on how LG is dedicated to people’s happiness by exceeding expectations today and tomorrow. Just as Experience Happiness is meeting its goals of reaching youth with sustainable happiness skills, setting and achieving your goals help give your life a sense of purpose. Life’s Good is the essence of our brand, and LG is here to help you get started on goals for sustainable happiness.”
As part of International Day of Happiness, LG also brought joy to 15 New York students who had the opportunity to learn a dance from Luam Ky, Beyoncé’s choreographer and creative director. The select students then performed with Colley and actor Matthew Morrison (TV’s “Glee”).
Happiness is one of LG Electronic’s key values. By partnering with the arts and spreading happiness through dance, the company successfully communicated its story and ideals to its customers and clients.
Photo: screenshot of a Donté Colley Instagram video in partnership with LG Electronics, linking to the Instagram post