Lily Allen Shares Her Heart in New Video with AXE

Music fans enjoy a famous five minutes in Lily Allen’s new video, an idea brought to life by Une Agence Américaine in conjunction with Monsieur White.

The artist’s Our Time video showcases pictures of members of the public making the symbol of half a heart with their hand. During the song, Allen completes the second half of each heart with her own hand as she performs to the camera.

The unique idea not only makes a pretty picture, but is in support of The AXE Peace Project, an international non-profit organisation that promotes peace throughout the world.

Une Agence Américaine says a gesture of peace always comes from the heart and such initiatives can only be efficient if they stem from a collective will – which is why the team appealed to the public for help.

People from across the world sent 9,500 “half hearted” images to a dedicated website and the result is a four-minute video directed by Ludoc from Studio Bagel, showing Allen in a dreamlike world composed of screens depicting people’s photos.

One simple idea was at the heart of the project – to associate an international artist and their audience with a globally important cause.

A total of 53 photos were chosen, 10 of which are shown close up, to form the agency’s first participative music video.

The Our Time video launched today (Friday 11 April) and has already had more than 25,000 views on YouTube.