YouTube - This Is My YouTube

YouTube needed to win back the hearts and trust of advertisers. Despite being one of the world’s most powerful media platforms, YouTube was beginning to be seen as an old habit, not a bold investment. Years of brand safety debates and reputational concerns had left some of the advertising community disengaged.

This wasn’t a product problem - it was an emotional one. Advertisers had forgotten why they fell in love with YouTube in the first place. We needed to reconnect with them, not just as marketers, but as people. Our brief was clear: remind the industry why YouTube matters and why it still matters to them.

We chose to avoid the typical B2B playbook, so no dry case studies, no boardroom stats, and definitely no PowerPoint voiceovers. Instead, we created something human, engaging and nostalgic - a campaign that would reignite the emotional connection between the advertising world and YouTube.

Our insight: for many creatives, strategists and media planners, YouTube isn’t just a media channel, it’s part of their personal and professional journeys. It’s where they first saw a campaign that moved them, a tutorial that taught them, or a creator that inspired them.

So we built a campaign that let real industry leaders tell their YouTube story, not in the usual corporate tone, but as fans, creators and lifelong viewers.

Inspired by Desert Island Discs, we developed This is My YouTube - a content series where guests from across the creative and media industries walked us through the videos that shaped their careers and lives.

Each episode became a blend of autobiography and curation, with contributors sharing the weird, wonderful and wildly diverse videos they’d saved over the years. From behind-the-scenes interviews to iconic moments in sports and culture, the series highlighted how YouTube is not just a platform - it’s a personal archive of inspiration.

The tone was deliberately warm, self-aware and fun - a refreshing departure from typical B2B content, while still clearly positioning YouTube as a culturally essential platform.