YouTube Drive Thru

Brief

At this year’s VidCon, the annual convention for fans and online platform industry types, we collaborated with the team at Google / YouTube, in developing their large-scale Drive-Thru activation. In an effort to market YouTube Shorts, their answer to TikTok and IG Reels, we developed one-of-a-kind snacks for their top creators to give to fans.

FINDINGS

In a truly collaborative effort with the amazing in-house creative team at Google / YouTube, we were tasked with the concept, brand identity, and packaging design of five unique snacks associated with YouTube creators. With some insight from the YouTube team, we learned more about the consumer behavior of Gen Z fans and how their media habits revolve around their close relationship with the creators they follow.

With this in mind, we dedicated ourselves to watching hours of video to make sure we understood the DNA of each creator, so our branding and packaging reflected the main brand themes, along with subtleties only true fans would know. The successful result was evident (and satisfying), as fans flocked to YouTube Shorts and other platforms to express their excitement over having their favorite creators snack in-hand, their favorite part being the inside jokes and eater eggs sprinkled across the copy and illustrations.