Aarhus has for many years been branded as “the city of smiles” and thus happiness, joy and positivity is part of the city’s selfimage. This project presents an intervention concept with the aim of spreading joy in the urban life of Aarhus. We utilised brand hijacking by setting up a temporary McDonald’s stall, from which we gave away various food items at the cost of high-fives, hugs or kisses on the cheek. This represents three levels of participation, providing people with an option of payment reflecting their individual boundaries.
Happiness-To-Go Category Urban Intervention Date Spring, 2014 Project Members Michael Ha and Anders Høedholt Abstract Aarhus...
The intervention resulted in 13 high-fives, 22 hugs and 12 kisses on the cheek, suggesting that citizens were in fact willing to be intimate with strangers.
Approximately a year after we conducted this intervention in the urban environment of Aarhus, McDonalds did a almost full copy of our conducted intervention, in their SuperBowl advertisement Pay with Lovin’, where guests can pay with hugs.
Following the success, I helped the next year’s students as a teaching assistant.