Soup has been nourishing humanity for millennia. Seriously, we’ve been cooking it since the Ice Age. Which is why Campbell’s Soup believes that no matter what life throws at you – whether it’s the weather, the man flu, or that time we all thought Jon Snow died, they have a soup to remedy any number of occasions or emotional need states. The trouble is, we only ever think to cook it when it gets cold. And with 2016 marking Australia’s warmest ever winter on record, sales of Campbell’s Soup had hit an all time low. We somehow needed to make a dish that’s been around for over 20,000 years, more relevant than something to cook simply when winter arrives. We needed to innovate how a low-interest category like soup directly connects with people, and re-establish Campbell’s Soup’s cultural relevance. Ultimately, we needed to give people more reasons to enjoy Campbell’s

We know that every day, people search YouTube to find things that interest them; answers to their most pressing questions, entertainment, or simply stuff that relates to their interests and passions. For four weeks we monitored YouTube’s most popular search categories and channels, writing hundreds upon hundreds of headlines to match the video viewers were attempting to watch, and remind them of Campbell’s Soup. Utilising beta technology from Google, the headlines were dynamically composited into a pre-roll video in real-time, resulting in over 1200 individual pre-roll executions. Thousands of YouTube's top searched videos were tagged and we even created daily pre-rolls throughout the campaign, related to the world’s top trending topics; from international breakups on the scale of BREXIT to the global phenomenon, Pokémon Go.