This campaign fuelled YouTube’s ‘Life in a Day’, a global experiment to craft the first user-generated feature film shot on a single day, July 24th 2010. This mass digital call-to-action built a crescendo to filming day, enticing people to submit footage. It spanned all digital channels, sparking YouTube’s biggest mass participation (80k uploads) with over 4,500 hours of footage submitted. The best contributors were credited as co-directors in Ridley Scott and Kevin Macdonald’s final cut, which premiered at Sundance and on YouTube, redefining the editorial ambitions of the internet.
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