To help position YouTube as a destination for original content, we created a series of themed weeks, the first of them was Comedy Week. The expectation was high and so was the skepticism. YouTube was bringing under one roof household-name celebrities and homebrew comedians for the first time. The campaign asked the question–what happens when comedy comes together? The answer was, “This better be funny.”
Integrated campaign case
Anthem :45
Fake laughing :30
Seven straight days :30
Who will win :30
Wild postings
Interactive YouTube masthead including the amazing skeptical moose. (click to launch)

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