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YouTube Shorts x The BRITs

Amplify + YouTube partnered to create a #BRITsUnseen red carpet experience, generating highly shareable BTS content snippets from both A-listers and YouTube creators, as raw yet distinctly branded GIFs...

Challenge

YouTube challenged Amplify with creating a standout Gen Z brand moment on the BRITS red carpet. To demonstrate YouTube’s unbeatable credentials in combining music with fashion, Amplify were tasked with curating an activation that encouraged the viewing, sharing and creation of red carpet content to raise awareness of YouTube’s short-form content platform - YouTube Shorts.

Insight

From Lady Gaga dressed up in raw meat; to Bjork laying an egg, many celebrities have shocked the world on a red carpet. However, dating back to the 1920’s, the carpet itself has remained largely untouched - it’s an old institution that reflects an old world tradition. YouTube were keen to elevate the Red Carpet experience and create a standout moment of the award show, enticing artists and creators to showcase their #BRITsUnseen fashion moments.

Strategy

The ultimate ambition was to create a photo activation that enabled interactivity, functioned as a content engine, providing visually arresting moments and maximised talent participation across the carpet.

Solution + Idea

YouTube Shorts photobombs BRIT Awards with Gen Z-friendly GIF activation

Artists and creators were given access to a YouTube Shorts branded photo booth that hosted a visually-impactful set inspired by the brand’s design language.

Using a giant version of the brand’s signature ‘S’ on the floor, the booth served up a playful and dynamic filming environment that kept the Youtube brand at heart.

A two-part space was designed with one part dedicated to a photo booth installation to capture authentic photo content moments. The second part was adopted as an interview space, hosted by YouTube star Amelia Dimoldenberg. Brand ambassadors also encouraged BRITs celebrities to join in the fun, with Griff, Ghetts, Holly Humberstone, Sam Fender, Aitch and Bree Runway among the artists who took part.

The resulting multi-layered GIFs were captured via a robotic jib arm that repeated the same move at the touch of a button. Using the Youtube Shorts logo as a frame, each GIF was made unique through the booth’s interactive colours and textures. The content was then uploaded to a server for creators, celebrities and their agents to share with the rest of the world.