Tomorrow Awards - YouTube Life In A Day

Entry submitted by

by rehabstudio
Website http://www.rehabstudio.com
Country: UK

About Entry

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

YouTube team:

Tim Partridge - Product Marketing Manager
Nate Weinstein - Marketing Associate II
Anna Richardson - Manager, Global Communications and Public Affairs
Sarah Pollack - Entertainment Marketing Manager

Also:

Lee Hunter, Anna Bateson, Nicole Tisch, Elissa Brown, Brad Ramsey

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YouTube Life In A Day

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.