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Partnership Case Study: YouTube, Film Hack

Engaging top agencies with film craft

Intentions:

YouTube sought to reinforce their position as a home for craft, creativity, and effective advertising. In order to demonstrate this, YouTube partnered with D&AD as a Professional Awards Partner for Branded Film Content and Entertainment categories.

Not only did YouTube want to align with excellence in the medium, they wanted to connect with top agencies to help them better understand YouTube’s creative parameters. YouTube brought its annual competition entitled Film Hack to the partnership. D&AD’s network of creative professionals meant YouTube was able to connect with a more senior level of Film Hack participants than otherwise possible.

Actions:

Film Hack is a competition where agencies pitch their talents against each other to create an ad for YouTube and compete for views. D&AD engaged BBH, JWT, Grey, and Ogilvy to compete and set a brief to further its key mission: inspire young, diverse talent to pursue creative industry jobs.

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