The Challenge: WHERE BOLD BRANDS LIVE
YouTube needed to win the hearts of Australia’s marketing executives, a group of professionals who, till now, believed that TV should be the cornerstone of effective brand building. This was despite compelling arguments that YouTube could play a leading role in the media plan. YouTube needed to bolster the rational arguments they’d been making for years with an inspiring emotional message, one that would convince Australia’s best advertisers that YouTube is an important part of building brand love.