youtube x minecraft — Wow Hi Bonjour!

What was the brief?
Boost creation among one of YouTube’s most camera-shy audiences: gamers.

What did I do?
Creative Lead (Art Director)

How do you get gamers out of their shells and into creating content?
You bring the game to them.

Introducing Minecraft Spring, YouTube’s first-ever partnership effect. Using the technology behind the Google Maps 360 Street View effects, we let everyone step into the world of Minecraft. Want to try it yourself? Visit this link on your mobile device.

In just 60 days, 1.92 million videos were created with our effect...

... leading to 1.3+ billion impressions.

The campaign did so well that we were asked to do it again.

So, we created YouTube’s second partnered effect and first-ever gamified effect. Players race to tap away blocks and share their high scores, all while choosing what they want to reveal. Want to try it yourself? Visit this link on your mobile device.

With the help of some of YouTube’s biggest creators, we drove 7.1+ million creations across 51 countries in 60 days.

Including the highest single-day peak creations ever for a YouTube Effect.

This first-of-its-kind campaign's success opened the door for more co-branded partnerships with Pokémon, Harry Potter & more.

Special Thanks:
Creative Lead (CW): Sydney Gilbert
ECD: Kevin Koller