YouTube Design & Branding MAP MY SUMMER by The Monkeys

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Industry Website, Portals
Media Design & Branding
Market Australia
Agency The Monkeys
Executive Creative Director Scott Nowell, Justin Drape
Creative Director Leslie Ali
Art Director Tim Green, Kristian Saliba
Copywriter Tim Cairns - Senior
Designer Design - Erwin Santoso
Strategic Planner Fiona Lake
Released January 2011

Credits & Description

Category: Online Digital Design
Advertiser: GOOGLE
Product/Service: YOUTUBE
Date of First Appearance: Jan 26 2011
Entrant Company: THE MONKEYS, Sydney, AUSTRALIA
Entry URL:
Executive Creative Director: Justin Drape (Three Drunk Monkeys)
Executive Creative Director: Scott Nowell (Three Drunk Monkeys)
Creative Director: Leslie Ali (Three Drunk Monkeys)
Art Director: Kristian Saliba (Three Drunk Monkeys)
Art Director: Tim Green (Three Drunk Monkeys)
Copywriter: Tim Cairns (Three Drunk Monkeys)
Agency Producer: Martina Broder (Three Drunk Monkeys)
Agency Producer: Andy Shanks (Three Drunk Monkeys)
Designer: Erwin Santoso (Three Drunk Monkeys)
Digital Designer: Chris Halaska (Three Drunk Monkeys)
Flash Animator: Han Lee (Three Drunk Monkeys)
Digital Director: Ben Cooper (Three Drunk Monkeys)
Strategic Planner: Fiona Lake (Three Drunk Monkeys)
Group Account Director: Dan Beaumont (Three Drunk Monkeys)
Account Director: Suzy Conman (Three Drunk Monkeys)
Content Manager: Kate Behne (Three Drunk Monkeys)
Print Producer: Tom Harrison (Three Drunk Monkeys)
Media placement: Website - YouTube - 26th January 2011

Describe the brief from the client
YouTube wanted to increase Australian content by capturing the spirit of summer in Australia

Describe the challenges and key objectives
Finding a way to increase the amount of Australians sitting in front of a computer at a time of year when no one wants to sit in front of a computer.

We decided to find out what an Australian Summer actually looks like. By inviting the nation to remap Australia, using just their summer experiences.

Describe how you arrived at the final design
Since every upload was geo-located on the map using Google API technology, plot points heavily influenced our design

This theme was carried through our communication. From posters and postcards., to banner ads and most importantly the website.

Anticipating heavy uploads we created a colour coded infographics display which made viewing easier

Give some indication of how successful the outcome was in the market
Created the world’s first ‘summer map’

Videos were uploaded from all over Australia

It stands as a lasting visual archive of Australia’s summer in 2010-11. Not just what we did, but where we did it. Good and bad for the whole world to see

The YouTube Map My Summer experiment was so successful it’s being rolled out around the world in 2012