“If your stories are all about your products and services, that’s not storytelling. It’s a brochure. Give yourself permission to make the story bigger.” – Jay Baer (Internet pioneer, NY Times bestselling author)
It was 2012 and Melbourne Metro were in need of a creative agency to create a rail safety campaign. Traditionally these types of campaigns are in the form of educational safety displays, which unfortunately, do not always resonate and more often than not are seen as dull and overlooked by viewers.
YouTube has undoubtedly become one of the biggest media platforms on the planet. With over 100 hours of video content uploaded every minute and 6 billion hours of video content viewed every month, it has easily become consumers most popular source of genre diverse video content. Whether it be educational videos, sports highlights, DIY tutorials and vlogs (video blogging) the opportunity for brands and companies to expand their consumer reach is massive.