Showing viewers how YouTube unites a broad range of communities

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.

Our response was 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.

It was important to us that the content represented the breadth and depth of videos on the platform, and therefore reflected the audience themselves. We also wanted to place a special emphasis on the amazing creativity of the platform’s makers.

To date the A-Z of YouTube anthem video has earned itself over 19m views.