Brief: Engage and inspire guests at the 2011 Cannes Lions Festival to consider YouTube as a unique and flexible advertising platform, rather than a space to show the work they created for TV.

Our audience insight: “I’m spending the whole week looking at other people’s work; it would be great to get the chance to create something of my own.”

Activation: A custom-built green screen studio and full prop department allowed delegates to star in their very own version of a YouTube classic advert. They could chose one of two iconic YouTube-based campaigns (Old Spice’s ‘The Man Your Man Could Smell Like’ and Tippex’s ‘Bear’) and the end result was uploaded to YouTube for them to share.

Results: 1,508 delegates passed through the YouTube experience, and 369 classic ad remakes were recorded. By day seven, the uploaded videos had been viewed a total of 5,172 times on YouTube’s Show and Tell Europe channel.