Jake & Kenny from Mary's in Newtown, Australia created a burger institution in the inner west. Their Newtown sounds like laughter and yelling down the street, music spilling out from pubs and planes flying overhead. See why they think the inner west is best.

Brenda from Let's Go Surfing, Bondi, Australia helps young women learn to surf. Her Bondi sounds like waves crashing against the rocks, bikes whizzing past and the crunch of ice cream cones. See why she's fallen in love with the sweat, salt and sand.

youtube neighbourhood sounds campaign

Sense Group x Bolster

2018

Sense Group

Innovation Strategist

YouTube Music launched an innovative campaign to promote the launch of Youtube Music in Australia, Neighbourhood Sounds, to uncover the artists and sounds that are iconic to Australian neighbourhoods. The campaign was led by creative agency Bolster in partnership with Sense Group in charge of the experience design component.

The campaign used story telling and real life experiences bringing to life local figures that sit at the intersection between music and culture in 13 neighbourhoods across Australia.

Each individual released its own playlist, bringing to life iconic sounds that represents their neighbourhood. The campaign was made of a series of youtube video, playlists available on Youtube Music, local gigs and the support of the Newtown Festival.

My job was to come up with the experience design strategy, providing the public with real life experiences that would generate UGC and ultimately drive Youtube Music app downloads: the mantra being ‘Experience by a few, witness by many’.