Youtube is losing the trust from their creators. Especially the smaller ones. Small or not this is a big problem that needs to be solved if Youtube wants their creators to stay on the platform. We realised that creating content takes a lot of courage and at the moment of uploading your content you are all nerves. We want to show the creators that Youtube really cares about them and that Youtube is trying to understand their side.
We decided to use the inner thoughts and feelings of the creators at that uploading moment. What really is happening inside them when they are watching the uploading bar. So, we used the uploading bar as a visual tool to show that Youtube understands the pressure the creators are under. Making them feel seen through their own experiences.
Of course all the material, if produced, will be made in collaboration with the Youtube creators. All "thoughts" would be real quotes from real creators. and we hope that this will create a real conversation, a bridge between Youtube and their creators.
SOCIAL
Here we use a series of stories to create that feeling of anticipation in the viewer.
OOH
In the same way here we (in some of the OOH) use corners to create a feeling of "wanting to know" and uncertainness.
ANOMALY AMSTERDAM
Year: 2019
Client: Youtube
Executive Creative Director: Fabian Berglund
Creative Directors: Tim Arts & Stefan van den Boogaard
Creatives (AD & Copy in collaboration): Alice Isakson & Leanne Dingwall
