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Turning every usable surface into marketing space is known as ad creep. But this YouTube project by J. Walter Thompson Brazil gets away with it—because the beneficiaries are nonprofits who generally don't have the budgets to advertise in existing paid media.
When vertical videos are posted on YouTube, two black bars appear on each side. With thousands upon thousands of videos uploaded daily, that amounts to a huge amount of unused space—which JWT is mobilizing with its "Doe as Barras" ("Donate the Bars") project.
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