Creator End-of-Year Gifting 2021

EXPERIENTIAL GIFTING DESIGN Creators are the lifeblood of YouTube. As the world reeled from another uncertain year of dealing with a global pandemic, YouTube creators did everything they could to harness their creativity to inspire the rest of us to keep going. YouTube wanted to send its top creators a gift to return the favor, but no average gift would do: it had to be as exceptional as they are, push the bounds of what’s been done before, and energize their creative spirit.

We asked five emerging digital artists worldwide to create an art piece to inspire YouTube’s top creators and represent the experience of being a creator. Their artwork was then fed through a generative algorithm paired with the channel names of each top creator to complete a unique work of art.

We titled the output of this algorithmic procedure On Being a Creator. It is a limited edition, NFT-made physical art collection of 1,250+ remixed one-of-a-kind works of art. Each piece was minted on FLOW blockchain and delivered to each individual creator as an NFT. Finally, we partnered with Infinite Objects to create a video version of all 1,250 works of art. We then shipped them in a custom-designed box converted into a mantle creators could use to proudly display their inspiring, new, personalized art. We shipped 1,271 gifts to creators across 48 countries in 21 different languages, resulting in over 2,000 social media mentions and a reach of 3.6 million. More importantly, YouTube’s top creators were blown away by this over-the-top, limited-edition THANK YOU. From YouTube’s perspective, the mission was accomplished. 

1,271 Packages Shipped | 48 Countries | 21 Languages

Created as a Creative Director at ADVOC8