Upworthy Skeletons Dance Their Way to ‘Partnership of the Year’

"Love Has No Labels" just won two prizes at the 4A's Transformation conference.

“Love Has No Labels” is the second most popular Facebook video in Upworthy’s history. And if you are not one of the 47 million or so people who have caught up with the three-minute clip there, which shows successive pairs of people dancing behind a giant X-ray screen and then revealing themselves to remind of the varied looks of love, it’s well worth a click. (Another 57 million have viewed the video via YouTube.)

A bunch of skeletons kiss, hug, and dance in front of a crowd … to make an excellent point about love. Also, it's not scary, we promise.

Posted by Upworthy on Monday, March 2, 2015

Last week, at the 4A’s annual Transformation conference in Miami, the PSA was honored with a pair of inaugural Partner Awards. Upworthy and R/GA, who worked together with The Ad Council, claimed the Diversity Partnership (Large Agency) prize as well as Partnership of the Year.

Topping the skeletons video on the Upworthy Facebook all-time list is an equally inspiring clip about a Philadelphia pizza parlor where thousands of homeless people have been fed by means of a pay-it-forward, free pizza slice program. The ongoing effort, punctuated by walls of Post-It notes from grateful slice recipients, was the brainchild of a customer.

The “Love Has No Labels” installation was staged on Valentine’s Day last year in Santa Monica, with Upworthy on board as the launch partner. In the video, the highlighted footage plays out to the sounds of “Same Love,” the empowering anthem by Macklemore and Ryan Lewis with Mary Lambert.

Previously on Adweek:
4A’s Celebrates Collaboration in New Awards Program
R/GA, Ad Council Launch ‘Love Has No Labels’ PSA