W/McCann created an ingenious campaign.

The campaign asks YouTubers to pick a video from their collection, reshare it as a new version with a message asking fans to watch. The viewers generated by the donated video will be credited to Salvation Army Brazil by YouTube.

The campaign won first place in the latest Youtube Works competition in "Best Work With Creators' category. An award that I personally helped organize in it’s first edition.

My role was first to inspire the agency team with insights, features and tricks from YouTube, and, later, work with them to make the idea possible. YouTube had an important and inedited role of redirecting the royalties to the Salvation Army, which I helped happen from the inside.

Agency: W/McCann

CCO: Kevin Zung

Creative Directors: Eric Sulzer and Fernando Penteado

Art Director: André Candeloro

Copywriter: José “Juco” Borba