CreativityJWT Turns the Black Bars on Vertical YouTube Videos Into Ad Space for NonprofitsAnyone can join the 'Donate the Bars' projectBy Tim Nudd|October 6, 2015 ShareBy Tim Nudd|October 6, 2015 Share 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. And anyone can participate. It works like this: Any YouTube user who is uploading a square or vertical video can do so through the doeasbarras.com.br website—and donate the black bars as media space for an NGO. It works from desktop or mobile. Check out the explanatory video here: Some of the NGOs that have joined the project include Alcoólicos Anônimos, Ampara Animal, Afroreggae, Associação Brasil Parkinson, Gravidez Sem Álcool and Instituto Ayrton Senna. Other nonprofits can participate by inquiring on the website. "We hope to give these institutions dedicated to important social causes an opportunity to share their actions and messages with a broader audience and with no cost, transforming a useless space into a media outlet," says Ricardo John, chief creative officer at J. Walter Thompson Brazil. CREDITS Agency: J.Walter Thompson CCO: Ricardo John Head of Planning: Isabella Mulholland Head of Art: Fabio Simoes Creative directors: Hernán Rebaldería / Gustavo Lacerda Copywriter: Pedro Araujo Art directosr: Fernando Palandi, Pedro Ricci Account team: Thiago Galdi, Yves Rodrigues, Marcela Castelli Media team: João Dabbur, Siloe Neves Chief Strategy Officer: Fernand Alphen Creative Technologist: Drausio Tronolone Motion Designer: Marco Loschiavo Head of Digital Production: Maisa Delgado Digital Producer: Helio Valente Production company: Epico Digital Sound: Shuffle Adweek Adweek