YouTube wanted to capitalise on the popularity of its top channels among young people, while boosting awareness of their stars among older people who’ve never heard of them.
Some of the stars chosen for their first campaign were the beauty vlogger Zoella and the YouTuber duo Gav and Dan, also known as The Slow Mo Guys.
The duo rose to fame on YouTube by filming everyday things with super slow motion Phantom cameras. We recreated some of their classic content for a TV film, as well as a series of interactive online ads and digital out of home ads.