Round Videos on YouTube (aren't they usually square?)

Tuesday, August 3, 2010 | 1:49 PM

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If you were hanging around YouTube last month, circling around for something fun to watch, you might have seen a new Australian campaign -- featuring round videos!

Saatchi & Saatchi Australia and Cadbury Australia have collaborated with YouTube to launch their latest digital offering for Cadbury Rollpack. The campaign is the first time YouTube videos are round, and is designed to highlight the ‘fun, round nature of Cadbury Rollpack.’ The content - featuring some very talented little creatures - play in a custom round YouTube player on Cadbury's Glass and a Half Full Productions Brand Channel. To date, this YouTube channel has over 150,000 views and was the #1 Most Subscribed Sponsor Channel of the Month in July.

“This idea was about offering people a quick, unexpected moment of joy in a unique space,” said Saatchi & Saatchi Australia’s Executive Creative Director, Steve Back. “We want to reach people in places they are already choosing to spend their time. With over two billion videos viewed per day, YouTube was the natural choice,” said Saatchi & Saatchi’s Peter Galmes.

This is a great example of the creative flexibility that is available on the YouTube platform, and we look forward to working with more advertisers and agencies to create similarly exciting executions.

Check out Cadbury's channel on YouTube and join the revolution!