YouTube is the largest video platform on the web, but not the most creative. That's something we wanted to change. Some of the world's most productive minds took over patronage and called on creative people around the world to submit their works on YouTube. Users could upload and comment on hand-made videos, and vote for the winning works. The share of artistic works increased, and YouTube is now finally perceived as a creative platform.

CREATIVE HEADS was a success for both sides. Creatives had the opportunity to present their work to the public and to network with other creatives in various ways. In turn, YouTube is now perceived as a more creative video platform. Promotion in numbers: Participants from 62 countries, 4,600 subscribers, and 11,000 videos submitted 105,000 votes and 4.1 million views.