Cowshed Collective has partnered with OMD UK and The Open University to produce two original YouTube formats designed to engage young audiences through entertainment-first storytelling.
Launching from July 9 across The Open University’s YouTube channel and social platforms, the two series will roll out weekly through to September, featuring UK creators such as Becky Bambino, Zac Djellab, Zayzz, and Cole Anderson.
George Cowin, co-founder & CEO, Cowshed Collective said: “It’s incredibly exciting to see an institution like The Open University embrace creator-led entertainment as a way to connect with younger audiences on the platforms where they already spend so much of their time. This is where the future of audience engagement is heading – authentic, entertaining, platform-native content that doesn’t just advertise to people, but genuinely earns their attention.”
The first series, The Outcome, is a studio-based social experiment in which two creators go head-to-head, testing their instincts about the people standing before them. Challenging assumptions and encouraging participants to look beyond first impressions, the format combines competition with insight to create highly engaging, bingeable entertainment while reframing perceptions around education, success and the opportunities available through The Open University.
Launching later, The Learning Curve sees creators complete an OpenLearn course – adapted from real Open University degree modules – before stepping into a real-world job role where they must tackle a challenge inspired by what they’ve learnt. From creative industries to fast-paced workplaces, the series blends humour, fish-out-of-water moments and authentic experiences to demonstrate how learning can unlock new skills, opportunities and ways of thinking.
