YouTube Rewind 2019
Challenge: YouTube Rewind 2018 was the most disliked video on YouTube and the social response was cringey. YouTube needed a new approach to excite fans for the 2019 video and one that could scale globally.
Combine the data to establish some ground rules.
A nod to the past: acknowledge last year’s being so bad
Not 2018: indicate this year is different from the jump
Self-aware: reflect this tone throughout 2019
Creator-first: they lead, not the polish of the YouTube brand
Lo-fi: video is so creative must be too
#REWINDISCOMING meme was the 3rd most liked post of 2019
1.3M engagements across 15 accounts on three channels
61.1M impressions across 15 accounts on three channels
In on the joke
We recognized last year’s misstep in a lo-fi, no-fanfare fashion by bringing celebrated YouTube creators to the forefront and teasing their presence in the official video.
We focused on what fans liked in 2019, with the numbers to prove it -- AKA a supercut video of the most influential YouTube creators of the year (and all-time).
YouTube's first global playbook
We provided the necessary strategic and creative foundation to expand and mass-produce campaign assets, with the goal of both global consistency and local relevance.