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YouTube Rewind

Global Launch Campaign

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.

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Creator Focus

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.

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