YouTube Music

It's All Here

Open the world of music.

The YouTube Music OOH campaign served to raise awareness of their new standalone streaming app. Our Creative Director was the lead creative alongside We Are Social for the campaign. The USP of the app was its use of the Google search algorithm. Enabling us to focus on the insight of describing a song, without necessarily knowing the artist name or track title.

When inputting track descriptions into the app search functionality, invariably the song you had in mind would be amongst the results. The art direction played on this, with a search field graphic demonstrating this unique functionality to users.

Furthermore, the YouTube Music app featured music videos, curated playlists and live performances. Moving music streaming into a 360 experience, rather than a linear listening platform, as is the case in competitors’ service offerings. We produced a plethora of creative from brief to execution, amounting in well over 350 creatives across static and motion placements throughout London, Birmingham, Bristol, Manchester and Newcastle.

The campaign showcased a select group of key artists – Stormzy, Little Mix, Anne-Marie, George Ezra and The 1975. We also covered other forms of outdoor advertising, including murals, geographically placed in artists’ hometown region. Most excitingly, to celebrate 50 years of The Beatles’ White Album, we produced special motion placements at the iconic Piccadilly Circus in London, and equally iconic Times Square, in New York.