Grey London has beaten the likes of BBH, Leo Burnett, Saatchi & Saatchi, McCann, MediaCom Beyond Advertising and VCCP to scoop YouTube’s inter-agency annual competition Film Hack.
The agency, whose winning submission video #Tattroulette (view above) was one of nine agencies competing in the Film Hack, which is run by Google UK Creative Agency Relationships Team. The competition forms part of YouTube’s ongoing strategy to encourage creative agencies to use and love the platform as much as TV.
This year's brief was to hone in on the constantly growing YouTube community that makes the platform a compelling environment for brands to be. Competing agencies needed to demonstrate they understand the world of these YouTube creators, how they grow, engage and communicate with their audiences.
Each agency was paired with an upcoming YouTuber, who had a subscriber base of between 50 and 100,000 subscribers.
This Youtuber acted as the brief, the brand and the talent, while each agency was tasked with helping Help their YouTuber tell the next phase of their story..
#Tattroulette: Part 1
Grey was paired with Youtuber Lexi over a period of two weeks. The agency teams had to get under the skin of their Youtuber partner and understand their style, tone of voice and audience to then co-create a piece of content. They were given basic production and edit support from Across The Pond, partner of the competition, and throughout the process had access to YouTube mentoring and facilities.
#Tattroulette: Part 2
Grey London's team spokesperson said: "We had a great time working on the Film Hack brief. When we started editing, it was interesting to learn the value of not 'over-polishing' work. In advertising we spend months making every detail spot on. But that would have lost us marks in this brief. This was about authenticity. Knowing the Youtuber. Adopting their style. Warts and all. It was refreshing."
Runner up - Drum for Guerrillas in the Lift
Drum was named runner up in the competition for its film Guerrillas in the Lift - a web show with YouTubers the World of The Orange boys.Charlotte Morton, industry head for Google’ Creative Agency Relations team, said: “Seeing the strategic thinking and passion that our Agencies brought to these YouTubers was inspiring. "They have given them some incredibly creative ideas for both their channels and their careers. At the same time, they have learnt what it takes to build sustainable and authentic audiences on the platform which is key for any brand who wants to win on YouTube.”
Submissions teaser trailer
Agencies and youtubers were paired together as follows: Drum & Leo Burnett with World Of The OrangeRKCR/Y&R & VCCP with Fifa PlayaBBH & McCann with DougGrey & Saatchi&Saatchi with LexiMediacom with Pleasant RyanAmanda Moorby, partnerships director at D&AD, said of the entries: "Seeing these two worlds come together has been fascinating. It just shows how when craft and strategy meet authenticity and audience, you can have a killer creative combination."
Last year's Film Hack winner - Saatchi & Saatchi's More than a Headache' for The Migraine Trust
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