House Festival 2017
House Festival 2017
YouTube, House Festival 2017
The decadence of Soho House Festival was the perfect backdrop for
YouTube to activate their headline sponsorship in a truly memorable way.
Our creative process
Design a stylish and beautiful visual creative thread to run throughout the festival, connecting the YouTube spaces and delicately balancing YouTube branding with the relaxed aesthetic of the Festival. Create individual shareable experiences and user-generated content to showcase YouTube’s exclusive sponsorship of Soho House Festival.
Invited by YouTube to design the event for the 2nd year running we used our experience from last year and increased the YouTube presence in all areas of the festival from the entrance tunnel to the stage header.
Taking inspiration from the summers hottest trends and colours we created a hand painted flamingo and floral design for the stage header which was then used across all YouTube touch points connecting the areas together.
Festival goers were immersed in YouTube-branded décor from beginning to end: first sharing a selfie at the living wall, then entering our neon-lit flamingo tunnel, followed by a climb up the beautiful, leafy lookout tower, and finally recording their own unique mini gig. For specially selected guests the hospitality tent was the perfect spot to relax with a cocktail and be treated to glitter make overs and Cowshed massages between performances from Craig David and Dua Lipa.
Guests were directly emailed their 360 mini gig clips and photo booth GIFs to enable sharing on private social channels. The view from the top of the lookout tower also provided a unique shareable experience.
We generated hundreds of unique GIFs and mini gig recordings that garnered thousands of YouTube views. 300 carefully selected YouTube guests, including the likes of Joe Wicks and James Cordon, were also lucky enough to experience the hospitality tent and share across their own social channels.
‘Working with you has been a total pleasure - your creative and your attention to detail in all aspects throughout the pre-production, to the build and the main event itself were sublime thanks for a truly awesome job’/ Claudia Baker Producer Google