2018 Winners & Shortlists

The Campaign

Cat Play. We coaxed a cat into pressing a play button, activating a junkyard of screens referencing the most popular Youtube videos from around the world.

Creative Execution

1 month before VIDXB, we launched Youtube pre-rolls targeted at people searching for the top 100 most watched Youtube videos in the region. Our video starts with a hand placing a bowl of milk on what looks like a round play button. The hand then adds a fish next to the milk bowl and proceeds to sprinkle some treats on top. A cat comes out of a box in the background, walks up to the treats, and unknowingly presses the play button on the floor that activates a junkyard of screens referencing some of the most viral videos in the world such as Charlie Bit My Finger, Dramatic Chipmunk and Cash Me Outside. Around the screens, we created our own playful versions of Pineapple Pen, Nyan Cat and Skateboarding Dog amongst others.

Our video reached over a million people and helped drive awareness and interest for VIDXB. We had over 20 different influencers approach us after the video went live asking to be part of VIDXB in any way. The event itself was a huge success with over 6000 people in attendance over 2 days. #VIDXB was the number 1 trending hashtag in the UAE.

VIDXB is for people who create and consume online videos. Internet culture is their passion and for many, their full-time job, thus it was important we communicate to them in a language they understand. With Youtube being one of the main partners of VIDXB, our strategy was to use the most popular viral videos in the region and world as a hook to attract people.