As a Chief Creative Officer and content-obsessed human, YouTube is a source of inspiration that I can constantly tap into. When it comes to thought leadership, YouTube has a wealth of content to create around. Whenever I am preparing for a keynote, panel discussion, or creative inspiration session, I go to YouTube to find most of my references. I follow channels like Cannes Lions International and Effie Worldwide, among others, to see the best cases out there and choose from them depending on the audience.
One of my favorite examples of utilizing YouTube's full capabilities is Choose a Different Ending for the London Police. By changing the narrative at the click of a mouse, it helps viewers understand the risks that come with making decisions. The video educates the audience on the consequences of our actions, and reflects an understanding of what goes into teenagers' minds, all conveyed through great storytelling. I believe the best work mixes the power of storytelling with innovative consumer experiences.
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