YouTube COG Launch

Central Saint Giles  |  London 

One of our first events has proved to be one of our most challenging to date, due to the profile and scale of the event, and the short lead time. YouTube was producing its first content guide, and had lined up some of its most important partner channels for the launch, including Jamie Oliver, BBC, ITN and Machinima.

Just three weeks before the live event, YouTube came to us with a request: could we create an exhibition and launch event in the style of a German Christmas market?

Of course, we said, and quickly set to work. In a matter of days, we designed the huts, co-ordinated artwork with the partner channels and started the design of the content guide. 

We then built our set onsite. We gave each channel a hut with a traditional wooden facade, and fully equipped the interior with a plasma screen, graphic wall – and a beer barrel!

On the night, we had a full house. Existing and prospective YouTube partners networked with exhibition partners. After visiting a stand, each guest received a sticker. Once they’d collected five or more, they could enter a prize draw to win a Chromebook.

There will always be unreasonable individuals who ask for the impractical. For example, they might demand a faux-but-chic Germanic Christmas market in a low-ceilinged, 9th-floor conference suite, in 4 weeks from start to finish, with only 6 hours setup time! Plus, don't set anyone on fire, find eco-friendly after-lives for the materials, and avoid wrecking the brand. Fortunately, for these people there is Ben Turner and the folks at WONDER to save the bacon of poorly organised corporate project owners all over the city.

Derek Scobie, Head of Brand Propositions, YouTube North & Central Europe


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