A direct mail containing a pendrive and a mail.

The pendrive brings the manager to a customised Tubegame that makes him experiences all the potential of YouTube adv spaces.The mail asks him to tell in a word how he imagines the future of his brand.

Each word inspired a piece of art that unites the brand's vision and Youtube. Before being gifted to the managers the pieces of art were first shown during an exclusive vernissage and than in the first YouTube art gallery co-created with brands.

Instead of doing a general b2b campaign we involved and engaged the decision makers of the top brands in Italy in order to activate a privileged b2b dialogue between them and YouTube's sales department, and also to rapidly influence all the market.

Like YouTube involves its users actively (comments, share, upload) the campaign engage the target both digitally and in real life.

86 of the 100 top brand spenders in Italy collaborated to co-create the campaign and rapidly influenced all the market generating 400,000+ Brand Channel interactions in less than 2 months.A piece of YouTube is now in 86 top brand managers' offices and 100% of those who received the artworks agreed to show them on YouTube so sealing a newly-born collaboration.

The campaign was such a success that YouTube decided to air it also in Spain and in the near future in Holland and France.