The Drum Awards for Marketing - Extended Deadline

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Agency: VMLY&R
Client: YouTube
Date: May 2019
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VMLY&R has launched a new campaign for YouTube that showcases the stories of three incredible Aussies - Charles Lomu, Macinley Butson and Eddie Woo - who have had a profound impact on their communities, by using YouTube as an educational platform to learn and teach.

“More and more Aussies are coming to YouTube to learn with educational videos generating hundreds of millions of views,” said Head of YouTube Marketing for Australia and New Zealand, Mark Wheeler. “I am always inspired by hearing people’s personal stories about what they have learned on YouTube and then gone on to achieve. In the words of Eddie Woo, “YouTube is democratising education”. We wanted to tell some of these stories to share with Aussies that information is simply a ‘how to’ search away.”

To tell the remarkable stories of Charles, Macinley and Eddie, YouTube turned to VMLY&R and Versus Media. The campaign is comprised of three long form online videos. The stories were built using YouTube’s ‘Unskippable Advertising’ principles, designed over countless advertising experiments to educate story makers and advertisers on how to grab and hold people’s attention in an age where attention is an endangered resource.

Credits

Mark Wheeler – Head of YouTube & Large Customer Ads Marketing AUNZ, Google

Laura Pope – Product Marketing Manager, Google

Michael Stocks – Product Marketing Manager, Google

Josh Peacock – Business Lead VMLY&R Sydney

Louise McQuat – Associate Creative Director VMLY&R Sydney

Jack Emery – Associate Creative Director VMLY&R Sydney

Alice Green – Associate Strategy Director VMLY&R Sydney

Matt Barber – Senior Producer VMLY&R Sydney

Production & Post Production Company – Versus Media

Director – Versus Media