Credits: Live Campaign URL: http://www.youtube.com/lifeinaday Date of case study launch: July 24th 2010 Online case study page: http://www.rehabstudio.com/googlelifeinaday/more_info.html Digital Creative: rehabstudio / Google Creative Lab Digital production: rehabstudio Digital advertising / banners: Google Creative Lab Brand client URL: www.google.com
Google Creative Lab - Project creators:
Tom Uglow – Creative Lead EMEA Ross Warren – Senior Designer Aidan Sharkey – Designer
rehabstudio - Digital creative & production:
Tim Rodgers - Creative Director (Partner) Jurgen Prause - Technical Director (Partner) Michael Veitch - Senior Digital Producer Connor Bunting - Senior Tech Lead Jordan Fisher - Digital Art Director / Design Lead Josh Noble / Thomas Vian - Flash Leads
Tim Partridge - Product Marketing Manager Nate Weinstein - Marketing Associate II Anna Richardson - Manager, Global Communications and Public Affairs Sarah Pollack - Entertainment Marketing Manager
Lee Hunter, Anna Bateson, Nicole Tisch, Elissa Brown, Brad Ramsey
The Brief To create a standout integrated campaign to fuel YouTube's 'Life In A Day', a historic global experiment to craft a user-generated feature film shot on a single day, July 24th 2010. With a target audience of the world, this mass-digital-call-to-action needed to build a crescendo to 'Filming Day', enticing people to submit footage to a custom-built YouTube channel, with the promise of the best making it into Ridley Scott and Kevin Macdonald's documentary, credited as Co-Directors.
The Solution The campaign spanned every digital channel, sparking YouTube's biggest ever mass participation (80k uploads). Engaging the world's online community to co-produce a time capsule for future generations; the digital campaign powered this unique experiment in social filmmaking. During and after Filming Day, rich interaction design within the YouTube channel built excitement and showcased a world of video, whilst Kevin Macdonald and a team of editors turned 4,500 hours of footage into a single feature. Premiering the final cut at Sundance, with a simultaneous screening on the channel brought the project back to its digital roots, re-defining the editorial ambitions of the internet.