Creators are YouTube’s heart and soul, and the brand pulls out all the stops to recognize its creator community with covet-worthy year-end gifts. YouTube raised the bar with an out-of-the-box gift for the past three years. Research into what energizes creators saw a big bump in appreciation for analog, as screen time and nostalgia had led to cravings for tangible experiences paired with throwback vibes. These insights led to thoughtful, creative ideation, resulting in the full-on retrospective theme: Creators’ Greatest Hits. Keeping with the theme, the House of Marley: Stir It Up Turntable was selected as the centerpiece of the gift.

Top creators received their very own turntable named after their YouTube channel — here’s what they unboxed: each creator’s favorite genre of music, an album jacket art by famed Mexican illustrator Raul Urias, and memorable content moments as creator “greatest hits.” For the record, what was packaged as Creators’ Greatest Hits is now one of YouTube’s greatest hits in the creator gifting genre.

• 1,361 Packages Shipped

• 50 Countries

• 23 Languages

ROLE
Managing Creative Director
at ADVOC8

Packaging Design
by SO DSGN

WORKSTREAMS

• content

• digital

• emerging trends

• experiential

• gifting

• integrated marketing

• packaging

• personalization

• product development

• social