Challenge

Life In A Day is a unique film project, first run in 2010. Anyone around the world could submit footage of their day and key questions asked by Academy Award winning director Kevin Macdonald and executive producer Ridley Scott. For the 10th anniversary a new film was to be created, produced by RSA Films in association with Flying Object, and we needed to make sure that we got as many people to take part as possible.

Strategy

We needed to create a suite of videos for the run up to filming day (the 25th July 2020), for both broad consumption and deeper targeted media for those interested in taking part. A website would provide further information and a place to upload your footage, and striking artwork could be placed in media spaces and billboards around the world. And we would do all this in as many languages as possible to ensure the widest possible participation.

Idea

We created a high energy call to action video to feature across YouTube, including the homepage masthead, social media in a variety of formats and an advertising spot for US TV. Ridley Scott and Kevin Macdonald provided a deeper dive, with details on how to take part and reminder videos for the filming day itself and to thank participants after entries closed. The project was localised to over 40 languages with subtitles, and in key markets localised versions with native graphics and voiceover.

70 Million +

Video views

300k+

submissions received

191

participating countries