YouTube is built on its communities, and their success is integral to our own. One of the ways we celebrate these communities is through the Yoodle, a graphic on the YouTube homepage accompanied by a custom video and playlist designed to honor creators and invite new fans into the fold. Given the Yoodle’s high impact, it must be carefully crafted, genuinely celebratory, and as entertaining as the best content on our platform.
As we entered 2024, we set out to elevate the Yoodle experience with a theme that was universally beloved. After exploring various options, we kept coming back to one particularly iconic community: LEGO™.
LEGO holds a special place in the hearts of millions, from childhood memories to lifelong passions. And while its first home is in the hands of builders worldwide, its second home is YouTube. Every year, thousands of creators push the storytelling potential of LEGO bricks, blending world-building with video production to create everything from stop-motion retellings of iconic films to intricate build tutorials. With millions of fans watching, engaging, and celebrating these creations, we knew we had the perfect opportunity to honor the LEGO creator community authentically and at their level.
To celebrate LEGO’s deep connection with YouTube, we created The YouTube LEGO Festival—a one-of-a-kind event that claimed YouTube as the second home of LEGO and paid homage to the creators who have made it thrive.
Rather than simply making a video about LEGO, we used the methods and magic of LEGO creators themselves to bring the festival to life. Mimicking the tone and energy of prestigious awards shows like The Clios, Cannes, and The Oscars, we crafted a five-and-a-half-minute cinematic experience that showcased the most beloved storytelling styles in the LEGO creator space.
The execution was deeply considered:
The LEGO Festival Yoodle was one of our most ambitious and rewarding activations to date, delivering record-breaking results:
Yoodles are among our most valuable assets, and while we always set high expectations, this campaign exceeded them all. The LEGO Festival wasn’t just a celebration—it was a true reflection of the vibrant, passionate, and endlessly creative LEGO community on YouTube.
