The idea
The boxing before the unboxing
Together with World Vision, we latched onto one of the most-watched categories on YouTube: unboxing videos. Before viewers could watch a youtuber open a given product, we placed pre-rolls showing the "boxing" that happened first. Segmented by product type — fashion, technology — they revealed the harsh reality of the kids who assemble the very products the youtubers were about to unbox.
The medium was the message: the contrast between the thrill of opening a box and the reality of who filled it turned every pre-roll into a direct, targeted and almost free punch.
The "boxing": the reality before the unboxing.
The case, in video.