Demonstrate the influence and impact that YouTube has on popular culture through its creators and the relationship they have with their fans.
It's the two-way relationship between fans and creators that makes YouTube so unique and special. These relationships form communities which at scale influence and drive YouTube's influence on popular culture.
We created the full-service #MadeForYou campaign to showcase the content and impact of 18 diverse and super talented YouTube creators and to hero their relationship with their fans. The campaign's iconography called out each creator's different approach, passion, and voice, with a bespoke visual accompanied by #MadeFor straplines.
The campaign featured bold out-of-home activations and innovative ad experiences with a range of different YouTube creators - from established stars like Joe Sugg and Tanya Burr to rising influencers like Suli Breaks and Dina Tokio.
Highlights included video spots across 275 cinema screens, digital escalator panels in tube stations, Oxford Street bus shelter takeovers, wraps of London’s Routemaster buses and a 360 wrap of Oxford Circus. Creators also made their own #MadeForYou videos for their channels sharing a personal thank you to their fans and communities.