Guinness World Records - OMG!

Creative Director - Robert Waddilove

Guinness World Records OMG!

The brief: Guinness World Records wanted to make itself relevant to a YouTube audience of 16-24 year olds. 

The solution: We collaborated with Base79 to create 22 hours of original content for Guinness World Records: OMG!
We worked with some of YouTube’s best content creators, including YouTubers: Marcus, Alfie, Zoella, KSI, Oli White and Bing. The collaboration resulted in a content series that appealed to YouTube’s most engaged demographic, as well as existing fans of Guinness World Records. 
The five different series were shown exclusively on YouTube as part of the YouTube Original Channel Initiative, with new episodes for each series coming out on a weekly basis. 

Results: 

344 Videos
300,000 subscribers
Over 50 organic million views
Average view rate an incredible 46% (Industry average for hub closer to 20%)
100,000 comments
Over 400,000 likes

And one of my favourite episodes!

This is Christmas

A black comedy about a fateful Christmas dinner. You should try the parsnips...

Cast: Colin R Campbell & Maggie Saunders

Bought and screened worldwide by broadcasters including HBO, Sky and Canal+.

It is also available to view on Amazon Prime.

Writer / Director: Alex Norris
Producer: Robert Waddilove
Director of Photography: Luke Scott
Editor: Alex Marsh
Graphics & Titles: Ron Ganbar
Music: 'Dinner For Two' by Heather Tyrrell & Rosa Conrad

Shot on Super 16mm Fuji Stock
Funded by Film London / the North London Film Fund
Running time: 6 Minutes

Sales & Distribution:
http://www.shortsinternational.com

Make the most of your platform

This post from Brendan Gahan really nails some key points with how to get the best out of YouTube, and the audience you want to reach. One point really sticks out though for me, the use of gadgets or microsites embedded into a YouTube channel. It doesn't make any sense, there's a website for that.

Use YouTube for videos, not a website jammed into a separate tab on the channel.

Oh yeah, it doesn't work on mobiles or tablets either.

Lot’s of brands use channel gadgets (here’s an example of one). These gadgets are apps in an iframe on the Youtube channel. It interrupts the user experience and forces viewers to interact with the brand in a manner that they’re unfamiliar with. As a result there is a ton of dropoff (50% fewer viewers convert to subscribers, and there are 15% fewer shares than brand channels without gadgets).

Gary Vaynerchuk: How to Tell Stories in an A.D.D. World

Loved this talk from Gary Vaynerchuk. His intensity is something to behold - and he makes some great points. One that really stuck out was using all the different platforms we have access to in the right way. Instead of just whacking links on twitter (something I'm guilty of) use it to connect with people on twitter.

Don't just use these platforms to link people to content that lives elsewhere.

Create content that's native to that platform, or don't bother.

Practise Makes Perfect

PRACTISE MAKES PERFECT
(Sbagliando S'impara)
Independent Short
LIFF FILM

12 Minutes Super 16

From the rolling hills of southern Italy to the manic streets of the Big Smoke, Marco arrives in London to master the Queen’s English. Struggling in his new environment, he meets the wrong people, in the wrong
place at the wrong time. Being foreign has never been this painful, but the remedy could be on the next underground train.

Practise Makes Perfect was a major success and was screened at international film festivals worldwide, including London, Berlin, Oslo, Raindance, Brooklyn NY and Brisbane. 
It was also screened on SKY TV on the Turner Classic Movie channel (TCM) in 2002.

Featuring: Elio Ruggieri, Bill Ward, Frank Jarvis
Producer/Director: Stian Smestad
Producer/Cinematographer: Jack Cole
Producer: Robert Waddilove
Script: Jack Cole, Stian Smestad
Editor: Stian Smestad

Independent review: http://www.freewilliamsburg.com/may_2002/biff_opening.html