On Thursday 15th January at 11:00am, a single commuter started dancing in the middle of a busy train station, as music began to play over the public address system. Moments later he was joined by more and more dancers, until there were over 300 people performing a perfectly choreographed routine. The excitement caused hundred?s of unsuspecting members of the public to spontaneously join in and begin dancing along with the rest of the crowd, sharing the moment.
11 hidden cameras captured the event, as well as hundreds of the general public?s camera phones. An hour after the event happened reports began to circulate. It was featured on the lunchtime news and on national news that evening. Newspapers ran full page photographs of the dance, as well as many websites and radio stations reporting what had happened.
The footage was then edited through the night and shared with the country the following evening in a special three minute ad break. Over the next month over 70,000 blogs shared the advert, reaching all four corners of the globe, with it receiving over 6 million hits in one month. The Dance has since taken on a life of it?s own, with the media reporting that 13,000 people via a facebook group re-enacted it one evening at Liverpool St station, and even a wedding video appeared on YouTube with a couple of newlyweds performing the routine as their first married dance.
Ultimately this was an event that got the public to share a moment together, but then through a multitude of different channels it has been shared with millions around the world.