Billie Eilish X YouTube - Lunch
My Role
Creative Lead
Creative Lead
Art Direction
Results
3.3B total view
665M views
88.4K Gen Z Shorts Creations
3.3B total view
665M views
88.4K Gen Z Shorts Creations
PR
Variety, TIME, Billboard, ABC news, and 125+ global press stories
The Brief
Create a trend to boost Billie Eilish’s new single "Lunch" and increase Shorts creation among Gen Z users.
Short Form Video Trend Idea
We're taking pictures in the mirror–it's time to double flirt with Billie by doubling yourself, when you hear the part “She’s taking pictures in the mirror. Oh my god her skins so clear. Tell her bring it over here.”
For this trend, users will film themselves walking to a mirror to take a twofold, flirtatious mirror selfie.
For this trend, users will film themselves walking to a mirror to take a twofold, flirtatious mirror selfie.
We sent this guide video to Billie for her to copy. And then...
Shorts Trend:
Double Billie’s Lunch in the Mirror
Double Billie’s Lunch in the Mirror
And 88.4K Gen Z Shorts users joined in.
On-event Activation: Billie’s Mirror Room
We brought out Billie’s Mirror Room to the album-listening event at Barclays Center in Brooklyn.
We brought out Billie’s Mirror Room to the album-listening event at Barclays Center in Brooklyn.
DOOH
Desktop & YouTube TV
Mobile
Don Lee