Saatchi & Saatchi has been named the winner of The YouTube Film Hack, a YouTube and MPC collaboration that challenged the creative industry to use the video platform as a tool for brand storytelling.
The project (explained in the video above) brought together multidisciplinary teams from Saatchi & Saatchi, JWT, Dare, M&C Saatchi, RKCR/Y&R, Leo Burnett and Karmarama, utilising their storytelling skills on a real client brief – The Migraine Trust.
The agency teams were paired with YouTube Partners, content creators with their own YouTube channels, and given one week to come up with a creative idea and a day in which to film it in the YouTube Creator Space, a facility usually reserved for YouTube Partners.
Throughout the project creative studio MPC worked as a production consultant. Agencies output was then appraised in two ways by the judges, Contagious’ Alex Jenkins, David Alberts of Mofilm and The Migraine Trust’s Charles Bosher, how it employed the YouTube platform (how interactive and responsive it was) and how compelling their ‘Skippable’ ad was, were viewers compelled to watch to the end, Saatchi & Saatchi's efforts (shown below) was picked as the winner.
Of the FilmHack, Charlotte Morton of YouTube’s creative agency team, said: “This event was designed to give some of the best creative minds in the industry a chance to explore the unique storytelling potential of the platform and think about what new skills are required to make those stories stick.”
MPC’s head of creative strategy, Ben Cyzer, added: “The YouTube Film Hack is an exciting project for us to be involved in because as an industry we all need to become more nimble, resourceful and contemporary in our creative approach. YouTube is the ultimate barometer of successful content so there's a lot to be learnt from this exercise.”