YouTube Shorts: #DubShortsBattle
Creative Direction
at Media.Monks

YouTube Shorts was the newest addition to YouTube's platform where people could watch, create and share short videos. In a very competitive market, full of players who are redefining entertainment consumption, we had the challenge of standing out of the crowd while highlighting YouTube's brand DNA. Our main goal was to introduce YouTube Shorts and show people a different side of the master brand: funnier and more accessible to creators and general audience.

The logical way would have been to use YouTube's biggest hits and encourage people to reproduce some dance moves in one more internet challenge. Of course we wanted more! So we created the Dubshorts Battle, a competition that redefined dubbing and encouraged creators with a more democratic approach. To make it big and impact culture, we invested all of our forces on having high quality entertainment, starting with a new song from scratch with Pabllo Vittar and Rennan da Penha, some of the biggest music stars in Brazil. To inspire, we co-created a stunning music video, with an organic brand placement, that fastly became an internet sensation. With the song and the inspiration, we invited people to join the battle on YouTube Shorts, giving fans the chance to connect with their idols through our own YouTube show, featuring some of the biggest Brazilian creators reacting to their videos.