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Youtube Music & Queen

You Are The Champions

Client
Youtube Music
Project
Integrated Campaign / Music Video / Social Campaign

In response to Queen’s triumphant resurgence in the wake of the Bohemian Rhapsody box office phenomenon, Mustache — in partnership with Youtube Music and Mass Appeal — conceived and executed a fan-sourced content campaign that struck a major chord around the globe.

 

Celebrating Queen’s enduring legacy across all walks of life, but also targeting Gen Z listeners that has only recently discovered and embraced the band, we launched YouAreTheChampions.com — an opportunity to participate in one of three brand new, fan-focused, Queen music videos.  Sifting through over 10,000 passionate responses, Mustache produced a video series reflecting the still-growing fanbases’ culture of creativity and self-expression, and how Queen’s music truly crosses generations and cultural barriers.

You Are The Champions

“Bohemian Rhapsody”

A full-on, kitchen sink, fan jam — vocals, guitars, cello, piano, accordion…you name it.

01 / 03
You Are The Champions

“Don’t Stop Me Now”

Fans rock out to moves created by Polly Bennett, the choreographer for Bohemian Rhapsody.

02 / 03
You Are The Champions

“A Kind of Magic”

Over 2700 visual artists shared their joy and talent.  Magic, indeed.

03 / 03

The Results

“…You Are the Champions” feels especially epic and inclusive, a cut above most experiences in this vein.”Muse

 

10,000 submissions

 

From 121 different countries

 

And over 4.3 million total video views in the first 10 days from release.