Inertia CityA partnership between Google, United Nations, NY Tribecca Festival and Wunderman-Thompson. A series of films for UN Global Goals to be launched on NY Tribeca Festival, promoting global goal 11: Sustainable Cities and Communities.
A short film depicting what would happen if the city of São Paulo stopped completely.
In this project, I was a mix of three things.
A Google Specialist guiding the agency on the best way to use YouTube’s new tool of video ad sequencing.
A Marketer collaborating to put the project together. Google’s Marketing Team was responsible for connecting with UN and Tribecca and I was responsible for connecting with the agency and production company.
A Creative Director (in close collaboration with the agency’s creative directors) guiding the agency in the best execution in line with UN’s goals and Google data insights.
YouTube’s Strategy
Video ad sequencing was a new YouTube feature at the time. It made possible for a brand tell a story by showing a series of videos in a specific order. So, besides from the main video, we have had many short ones amplifying aspects of the message and increasing memorability, viewing and engagement.
Agency: Wunderman Thompson
CCO: Keka Morelle
Creative Directors: Renata Leão, Alvin Shiguefuzi
Creatives: Lais Delcelo, Tomaz Saavedra, Thiago Brunelli
Director: Vellas
