For their sustainability campaign, YouTube wanted to go BOLD. No doom. No gloom. Just facts and real talk about climate change. The target was Gen Z. And, since my partner Drew and I are (ahem) slightly older than they, we started by doing some social listening. Over and over again, we heard the same thing: We are fucked. The planet is fucked. So, we thought, ‘let’s unfuck it.’ Let’s offer valuable tools, original programming, resources, and a multi-platform social media challenge to take tangible corporate action and help inspire positive planetary impact.
One Show: Gold
In-House: Brand-Side Initiated & Originated Projects
One Show: Silver
Brand-Side / In-House: Social Impact
Credits: Concept: Lorrin O’Neill, Drew Jaz. Writing/Creative Direction: Lorrin O’Neill, Drew Jaz, Matt Kalish.
Art Direction: Drew Jaz, Cris Logan. Editing: Matt Kalish. Executive Creative Direction: Christian Haas.
THE Spot
CASE STUDY
Tiktok/Snap
#UnfckItchallenge EXamples
STILLS
