YouTube Music
Open the world of music
It’s all here
Brought in as creative lead for the YouTube Music campaign from Q3 2018 to Q1 2019. My main role was to oversee the creative direction on multiple work streams to promote awareness of this new, standalone app. Thereafter, my role extended to driving conversion through YouTube Music’s official sponsorship of The BRITs 2019.
I provided the creative and art direction to cover deliverables for OOH, DOOH, Paid Social, Organic Social, Display, Print and Cinema. Which included briefing and managing a team of motion designers and artworkers to produce every asset deliverable for the campaign. Further responsibilities involved continual pitching and shaping idea generation during client meets and workshops.
A truly 360 campaign
The YouTube Music app featured music videos, curated playlists and live performances. Moving music streaming into a 360 experience, rather than a linear listening platform, as is the case in competitors’ service offerings. We produced a plethora of creative from brief to execution, amounting in well over 350 creatives across static and motion placements throughout London, Birmingham, Bristol, Manchester and Newcastle.
The campaign showcased a select group of key artists – Stormzy, Little Mix, Anne-Marie, George Ezra and The 1975. We also covered other forms of outdoor advertising, including murals, geographically placed in artists’ hometown region. Most excitingly, to celebrate 50 years of The Beatles’ White Album, we produced special motion placements at the iconic Piccadilly Circus in London, and equally iconic Times Square, in New York.
Large format print
Searching for music you don’t know the name of…
The USP of the app was its use of the Google search algorithm. Enabling us to focus on the insight of describing a song, without necessarily knowing the artist name or track title.
When inputting track descriptions into the app search functionality, invariably the song you had in mind would be amongst the results. The art direction played on this, with a search field graphic demonstrating this unique functionality to users.
DOOH
Campaign results
103M
Impressions through featured artists
17.9k
Earned conversion
27%
Earned sentiment
Piccadilly Lights
Murals
Underground
Social
The BRITs
