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It was a significantly depressed economy and everywhere you turn in the media was doom and gloom. Thus the “Happiness Campaign” was conceptualized to help people find an escape from the troubles of their day. Continuing on the “You Belong Campaign” from the previous year, the “Happiness Campaign” provided positive affirmations for consumers to belong to the brand. These are the “muses” for the campaign and their reasons for belonging to the brand tribe.