For their 10th birthday, YouTube needed to create a message that appealed to as many disparate communities and fandoms as possible, uniting them through the connective tissue - the brand.
To really unite fans, this brand moment had to represent the breadth and depth of video genres on the platform, and by doing so, reflect the audience themselves.
The A-Z of YouTube. For each day of May 2015 we took over YouTube’s own channel with a different letter of the alphabet, creating a matching playlist; A is for Animals, B is for Beauty, C is for Covers... These built up to an anthem video, exploring over 70 famous YouTube moments in 18 different filmmaking styles in just two minutes.
Almost 16M people got RickRoll'd by youtube! GJ Everyone... :/