#BritsUnseen

Amplify + YouTube create #BRITsUnseen to celebrate the BRITs

Challenge

YouTube challenged Amplify to create a standout Gen Z brand moment on the BRITs red carpet. To demonstrate YouTube’s unbeatable credentials in combining music with fashion, Amplify was tasked with curating an activation that encouraged viewing, sharing and creation of red-carpet content. All 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 the 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 was keen to elevate the iconic red carpet experience and create a standout moment by enticing artists and creators to showcase their #BRITsUnseen fashion moments.

Strategy

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

Solution

#BritsUnseen

The YouTube Shorts campaign photobombed the BRIT Awards with a 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 front and centre.

A two-part space was designed with one part dedicated to a photo booth installation to capture authentic photo content moments and the other part an interview space, hosted by YouTube star Amelia Dimoldenberg. Amelia hosted YouTube Shorts content and took viewers on a tour of the BRITs, all whilst hoping that she wouldn't bump into her exes! BRITs celebrities joined in the fun, with Griff, Ghetts, Holly Humberstone, Sam Fender, Aitch and Bree Runway all taking part.

This playful campaign resulted in multi-layered GIFs 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.