YouTube Works Awards
Celebrating the campaign that executed the most captivating and original creative vision.
This category champions your singular vision of creating something exciting and wholly original. How did your story punch through the page and onto the screen? What key creative decisions were made along the way to delight and excite? This category celebrates the creative milestones that made your campaign effective, bold, and unforgettable.
Celebrating the campaign that best exemplifies brilliant media planning. From ideation to execution, this campaign soared thanks to a stroke of media planning genius.
Did you delight your intended audience with the right story at the right time? Did you guide your campaign with compelling media insights that brought your creative to life? This award recognizes the vital role of media planning and strategy in separating the good campaigns from the great.
Celebrating the campaign that masterfully used the TV screen to reach viewers and drive results.
We’re on the hunt for YouTube Connected TV-first campaigns that use the big screen to make a big impact on their awareness and consideration objectives. How did you fine-tune your creative for the big screen? Did you set out to captivate audiences watching YouTube from their living rooms?
Celebrating the campaign that walked the walk on social or environmental issues.
We’re looking for campaigns that demonstrate a brand’s fierce commitment to diversity, inclusion, sustainability, environmental issues, or other social causes. How did your campaign balance your brand’s purpose with a tangible impact that extends beyond the bottom line? How did you inspire and empower your audience to take action?
Celebrating the campaign that beat the odds and made big waves.
We’re looking for campaigns from small or medium-sized brands (think businesses with 1,500 or fewer employees) that had big-name ambitions and achieved the results to match. How did you transform limited resources into major impact? What brilliant creative idea or novel consumer insight helped your campaign punch above its weight?
Celebrating the campaign that best demonstrates brands behaving like creators.
We don’t just mean channels with flashy content or brands that partner with creators — we’re looking for brands that show us that YouTube is in their DNA. This brand regularly crafts content informed by consumer trends and knows how to nurture passionate online communities. In what ways did your content meet audiences where and how they’re watching? How did you deliver entertainment and inspiration — just like a creator would?
Celebrating the campaign that best adapts original storytelling for formats of all sorts.
We want to see how you flexed your chameleon colors for different viewing contexts — whether it’s on the go on mobile or relaxed in the living room. When did you use different ad formats — long, short, vertical, or skippable — to meet your audience on their terms? How did you navigate the changing tides of what viewers expect from their video content?
Celebrating the most effective, creative, and innovative campaign that also drove exceptional business results.
The Grand Prix is our top prize; awarded to the campaign that breaks ground in multiple ways. This isn’t a category you can enter, but one you can hope to win if you show that your campaign checks all of the boxes.
Our 2023 judges
They’ve been there, done that, and got a few trophies themselves. Our judges will bring specialized expertise and significant experience across the industry and category spectrums.
Global Executive Creative Director
CEO, North America
EVP, Media Data & Tech
Global VP Brands, Mars Petcare
Head of Communications Strategy,
Group Creative Director,
FCB New York
Chief Investment Officer
Executive Vice President
Chief Creative Officer and Partner
Goodby Silverstein & Partners
Chief Marketplace Officer
Vice President, Marketing Strategy and Communications
President and Founder
VP and Head of Marketing
January 25, 2023
March 8, 2023
Brands and agencies from across the industry brought forward 2022’s most creative, compelling, and effective campaigns to the YouTube Works Awards. Our panel of expert judges selected 6 outstanding winners across 8 categories
MassMutual, Giant Spoon, Grey
MassMutual wanted to drive awareness around a bold topic: money. The brand recognized that conversations about finances are important but aren’t always easy to have. It needed a creative way to grab attention and inspire people to tune into the topic. So it created a lighthearted campaign featuring diverse families having conversations about their financial futures amid unexpected events. The result was an intimate, fly-on-the-wall experience.
Dove, Mindshare, Ogilvy
Dove leaned into the power of long-form video to foster engagement. Over the years, Dove has fearlessly taken on the subject of real beauty to address timely issues. Recognizing how important parents’ voices are in shaping children’s self-esteem, the brand created nearly four-minute videos as part of its recent Dove Self-Esteem Project campaign. The videos featured face-mapping technology that put toxic advice into mothers’ mouths, leaving viewers captivated.
Won’t Leave You Guessing
Mailchimp embraced a full-funnel strategy to connect with small businesses that grapple with marketing challenges. Aiming to drive purchase intent, Mailchimp designed a whimsical campaign, featuring visuals like dancing rugs, to comically depict the confusion marketers often feel. Knowing that small business owners and decision-makers are at different stages of the funnel, it executed a highly tailored approach.
Between 2 Rides
eBay Motors, The Many
eBay Motors handed YouTube creators the keys and cocreated a masterfully produced five-part series that pitted modded cars against stock cars, with parts all purchased on eBay. Popular YouTube creator and race-car driver Collete Davis hosted each eight to 12 minute episode, featuring a special guest builder representing a subculture and product category. They paired episode drops with paid YouTube advertising, and the results were remarkable.
Benjamin Moore, Horizon Media, Craft Worldwide, FIG, Sightly
Benjamin Moore faced a challenge. As businesses reopened and people ventured beyond their homes, home improvement took a back seat. Coupled with the economic headwinds, it was more important than ever for the company to support its local retailers. The brand took an innovative approach. It developed creative showcasing unique end cards for over 1,000 local retailers and paint colors, inspired by each region’s stunning color palettes.
Mixing Things Up
BlendJet, Logical Position
BlendJet needed a campaign that could drive awareness with new customers and transform existing ones into enthusiastic brand advocates. Its strategy? Create compelling content and engage both audiences. BlendJet tapped into big YouTube trends that have stood the test of time. Assets included YouTube fan favorites such as cake or fakes, bewildering viewers with a blender disguised as a cake, and ASMR videos, soothing them with 10 hours of BlendJet assembly.