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IT'S WHO WE ARE - YOUTUBE MUSIC

After winning the YouTube Music business, we hit the ground running to launch a fully blown out campaign in an insanely short amount of time. Our task was to achieve a huge number of new subscribers in the coming months and to generate mass awareness for YouTube Music. We all know music on YouTube… but what’s YouTube Music, with a capital “M”? In order to cut through the supersaturated music streaming market, we had to show why this product is unique and genuinely valuable for music lovers. It’s a product that lets you explore endlessly to find the perfect song (or video) for the perfect moment. To unlock emotions and create connections. We’ve all been there on YouTube - starting a journey listening to Kendrick’s latest song, and then somehow, in some pleasant way, ending up watching the video of Janis Joplin playing live at Woodstock in 1969. Aligning with YouTube’s inclusive ethos, we launched a campaign that has often-marginalized communities at its heart. It's Who We Are heroes people for whom music is a lifeline.

Project Roles
Art Director
Company
Anomaly
Skills
Art Direction
Media
Advertising
IT'S WHO WE ARE - YOUTUBE MUSIC
IT'S WHO WE ARE - YOUTUBE MUSIC
IT'S WHO WE ARE - YOUTUBE MUSIC
IT'S WHO WE ARE - YOUTUBE MUSIC
IT'S WHO WE ARE - YOUTUBE MUSIC