Sugar

Objective

With over 800 million videos to choose from, it isn’t always easy for Gen Z to find the best of what YouTube has to offer. We helped catalyse the next generation's journey of discovery.

Strategy & Solution

We helped Gen Z discover their favourite creators’ favourite creators. Inspired by the lo-fi zines young people self-publish to share their ideas, we created Edition. The series invites emerging tastemakers from different sub-cultures to share the YouTube videos that have informed and inspire them.

Result

Using the key learnings from our four-episode pilot, YouTube optimized the format, which has become one their most successful editorial formats with Gen Z, to date.

Result

Loft are rethinking design and comms for the next generation. I love working with this team.

David Bruno, Exec Creative Director, YouTube

Sugar

Brief

With over 800 million videos to choose from, it isn’t always easy for Gen Z to find the best of what YouTube has to offer. We helped catalyse the next generation's journey of discovery.

Idea

Result

Using the key learnings from our four-episode pilot, YouTube optimized the format, which has become one their most successful editorial formats with Gen Z, to date.

Scope

Loft are rethinking design and comms for the next generation. I love working with this team.

David Bruno, Exec Creative Director, YouTube

Next Project

Horizons