In these spots we see determined youth go to extreme lengths to land a job.

We worked with multiple video platforms to track weekly categories of trending videos in Ontario featuring, animals, sports, movies, music, babies, food, and fails. Then created contextual :15 s pre-rolls that appeared before these viral videos in these categories We had pre-rolls for 8 categories in total, covering 80 percent of search terms. Each video spoke to directly young people by showing the government understood that watching a video wasn't a sign of laziness, but in fact the opposite. A marker of someone who had the ambition to learn new things and better themselves.

Over 10,000 young people were directly placed into jobs through the campaign. This was accomplished 67% faster than the government's targets. The pre-rolls had click through rates that were 300% higher than the government norm.