The YouTube Music campaign was crafted to make music fans take notice of a new music streaming app in a crowded established category, driving installs and subscriptions. We celebrated the power music has to shape who we are by sharing diverse emotional stories of listeners whom YouTube Music has a personal and profound impact, with licensed music tracks fuelling the power of the films. In Afsa’s story we see her spitting the tongue-twisting rhythms of Blackalicious’ Alphabet Aerobics track, without losing a breath. Her YouTube Music experience driving her confident strides down the school corridor. The campaign reflects YouTube’s brand values by championing diversity and inclusion, told through the power of music, and across multiple executions. The films ran across the YouTube network to connect with heavy users, and in unmissable high-impact storytelling placements with music and lifestyle publishers that feed our audience’s desire for deeper engagement with entertainment experiences.