YOUTUBE BEACONS: GRACE HELBIG

For YouTube's Beacons campaign we were tasked to create a campaign that captured YouTube comedian Grace Helbig's essence and personality and to introduce her to the world.

“You Redefine Grace” captures how Grace breaks through the 4th wall, by taking the piss out of traditional celebrity campaigns in a sarcastic, self-referential way that only she can do.

Youtube Preroll

You know those things that pop up before the thing you really want to watch.

No Judgement

Nailed It

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PRINT + OUT OF HOME

Grace appeared in billboards, subways, wild posting, magazine print and digital boards across NY, LA and Chicago

Grace this Space - The Socially Powered Wall

We created a month long out of home campaign, where we took over a huge wallscape in Brooklyn and asked Grace to reach out to her fans through Twitter and Instagram asking them what they want to see her do. She presented two options and her fans decided what would get painted on to the wall the following week.

The starting phase -