Lilly Singh is an Indian-Canadian comedian who plays multiple characters: herself, her overbearing mom, her showboating dad, and her self-obsessed friends.
Her 6 million fans love her because she shows the weirdness of everyday family life (especially Indian families).
Around the same time as the campaign, Lilly won a streamy award. In her acceptance speech, she thanked YouTube for "not being afraid to put a brown girl on a billboard."
On the YouTube homepage, we introduced the world to Lilly. And Lilly. And Lilly.
To see it in context, click here.
We made a ton of these short introductions to Lilly and peppered them throughout YouTube. Some were general, and some were specific to the type of video you were about to watch.
Out of Home
We put her face everywhere.