IT’S WHO WE ARE
YOUTUBE MUSIC
YouTube needed a unique way to launch their new music streaming app that would distinguish it from the competition. Although they were late to the game, the superior size of YouTube’s online catalogue meant they could offer a more substantial connection to music than other major players… making it the streaming service for more than just the casual music consumer. Our job was to create a launch campaign that connected with these people, showing them that YouTube Music stood for deeper music experiences. We did it through a series of hyper-personal films that showed how music is so much more than just background noise.
CAMPAIGN VIDEO
Launch Films
JAYSN’S THEME
ALEX’S THEME
AFSA’S THEME
TINA’S THEME
KRISTEN’S THEME
OOH
We continued this into OOH by capturing real moments where music lovers were lost in the moment, connecting with the soundtracks that mean everything to them.
Results
Over 17 Million views on YouTube
14.57 million app installations
25% increase in people searching for “YouTube Music” online
Most successful campaign in YouTube’s history
Awards
D&AD – Wood Pencil (Film)
D&AD IMPACT – Wood Pencil (Diversity)
ONE SHOW – Merit (Film / Cinema Advertising)
ONE SHOW – Merit (Film / TV Varying Length)
CLIO – Bronze (Use of Music)
CLIO – Finalist (Film)
PRESS
“In Year of Anti-Muslim Vitriol, Brands Promote Inclusion”
“YouTube Music Campaign Shows How Music Touches Every Type Of Person”
“Big Freedia, Blackalicious and James Blake Empower Marginalized in New YouTube Music Campaign”
“YouTube Music gets personal in ads for music-streaming app”
“YouTube’s Music Ads Capture Those Very Private Soundtrack Moments”
“YouTube Music’s Latest Ad Campaign Is an Infectious Ode to the Diversity of Music Lovers”
“Lance Acord directs YouTube Music shorts that celebrate diversity, personality and identity”
“YouTube Campaign Celebrates All Kinds Of Diversity & Taste In Music”