Creativity

YouTube Runs TV Spots, Launches Outdoor Campaign Featuring YouTube Creators

Campaign Features Michelle Phan, Bethany Mota

Published on Apr 07, 2014

Editor's Pick

YouTube has launched a big marketing push for... YouTube. A new campaign -- which includes film spots that will go on TV and on Google properties -- puts the spotlight on YouTube video creators. For example, one spot features Bethany Mota, the Californian teenager whose most-popular YouTube channel has over 5.7 million subscribers. In the minute-long spot, Ms. Mota -- who has designed a collection for Aeropostale -- appears in quick-cut clips from some of her videos.

A print campaign puts the focus on "You" -- with "You make us who we want to be" and "You fight bullies with style," alongside pictures of the YouTube creators who do those things.

The campaign, which launches on YouTube next week, will also feature Michelle Phan and Rosanna Pansino.

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About

Credits

Date
Apr 07, 2014
Agency:
Co: Collective
Client:
YouTube
Director:
Kris Belman
Chief Creative Officer:
Tiffany Rolfe
Creative Director:
Libby Brockhoff
Creative Director:
Franklin Tipton
Creative Director:
Rebecca Peterson
Exec. Producer:
Tania Staykova
Asst. Producer:
Lily Ellis
Chief Collaborator:
Karyn Rockwell
Collaborator:
Laura Dunn
Production Company:
Caviar
Exec. Producer:
Michael Sagol
Producer:
Stephan Mohammed
Digital Exec. Producer:
Dieter Lebbe
Technical Director:
Sun Komen
Editorial:
Rock Paper Scissors
Editor:
Mikkel E.G. Nielsen
Editor:
Chris Mitchell
Executive Producer:
Eve Kornblum
Producer:
Lisa Barnable

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