YouTube Works Awards

YouTube Works Awards

Congratulations to the 2022 YouTube Works Awards Winners.

YouTube Works Awards

About the Awards

Over the past decade, marketers have redefined how they communicate with consumers. From the heartwarming to the heart-racing — and everything in between — YouTube has seen how incredible digital content can drive equally powerful results.

The YouTube Works Awards, in partnership with Kantar, celebrate and champion the brilliant minds producing the most innovative and effective campaigns on YouTube in the past year.

Questions? Contact youtube-works-us@google.com.

About the Awards

Categories

1

Breaking Barriers

Celebrating the campaign that authentically represents diverse consumers.

This category demonstrates the power of authentic representation, where old paradigms around diversity and inclusion are challenged.

We’re looking for campaigns that broke through the noise and amplified diverse perspectives aligned with brand values. Bottom line: Show us how you proved representation matters — and got the results to support it.

2

Creative Innovation

Celebrating the campaign that best demonstrates brilliant creative execution on a digital platform that drove business results.

Here we’re focused on the creative quality of your campaign, your big idea, and how you brought it to life on screen. This includes powerful scripts, treatments, and little details in the look and feel that made a big impact on your results.

3

Media Innovation

Celebrating the campaign that best demonstrates brilliant media planning that drove business results.

We’re searching for campaigns that took a media-first approach. Did a stroke of media genius spark the idea? Were your ads contextually spot on? Did your media planner nail your audience insights? This award recognizes that media strategy makes all the difference to creative effectiveness.

4

The Underdog

Celebrating the campaign that beat the odds to create a big impact.

A campaign in which a small or medium-sized brand had big-brand ambitions and achieved business results to match. Show us how your scrappiness, your fresh thinking, and your hunger for success helped you make some noise in a way that was more impressive than most.

5

Action Driver

Celebrating the campaign that best demonstrates how YouTube was used to drive customers to action in decision-making moments.

We want to see how your campaign made your audience do something in the real world. Did you drive thousands of sign-ups, prompt consumers down a path to purchase, or even trigger a global movement? Big or small, we want to see how you sparked action.

6

Brands As Creators

Celebrating the campaign that best demonstrates brands behaving like creators, using YouTube formats that tap into consumer trends and growing communities.

We aren’t just looking for channels with brand-heavy video ads — we’re looking for brands that can show us they’re part of our ongoing platform story. Brands that release regular content that gives our audiences value, entertainment, inspiration, or information; exactly the way a creator would.

7

Big Screen, Big Results

Celebrating the campaign that most creatively used the big screen to reach new audiences and drive results.

People are choosing to watch YouTube on connected TVs more than any other ad-supported platform because it has the creators they love and the content they need.

For brands, this presents an opportunity to leverage dedicated connected TV campaigns to reach incremental audiences across YouTube, while engaging audiences with bigger creative canvases.

Here we’re looking for YouTube CTV-first campaigns that creatively leveraged the TV screen to make a bigger impact on their awareness and consideration objectives.

8

Grand Prix

Celebrating the most effective, creative, innovative, and data-driven campaign that also drove demonstrable business results.

The Grand Prix is our top prize, awarded to a campaign entry that’s particularly standout in multiple ways. This isn’t a category you can enter, but it is a category you can hope to win if you can show that your campaign ticks all of the boxes.

How it works

Submit your best work from 2021 to be reviewed by our panel of industry leaders in two rounds.

Our judges will select the winners across a number of awards categories and a Grand Prix will be awarded to the submission that best demonstrates brilliant results, storytelling and effectiveness.

How it works

Introducing Our 2022 Grand Jury

They’ve been there, done that and got a few trophies themselves. Our judges bring specialized expertise and significant experience across the industry and category spectrums.

Gary Vaynerchuk

Gary Vaynerchuk

CEO,

Vayner Media

Amanda Richman

Amanda Richman

CEO,

Mindshare

Stacy Martinet

Stacy Martinet

Vice President, Marketing Strategy and Communications,

Adobe

Traci Spiegelman

Traci Spiegelman

VP of Global Media,

Mastercard

Britt Nolan

Britt Nolan

President & Chief Creative Officer,

Leo Burnett

Raig Adolfo

Raig Adolfo

President & Chief Strategy Officer,

Saatchi & Saatchi

Colleen Leddy

Colleen Leddy

Chief Engagement Officer,

Droga5

Taras Wayner

Taras Wayner

Global President, Creative Platforms & Solutions,

Group M

Matthew Ian

Matthew Ian

Executive Creative Director,

McGarryBowen

John Deschner

John Deschner

Maximum Effort

Christine Chen

Christine Chen

Partner, Head of Communication Strategy,

Goodby Silverstein & Partners

Kyle Jackson

Kyle Jackson

EVP, Precision Solutions Enablement,

Publicis Media

Stacey Stewart

Stacey Stewart

EVP, Managing Partner Integrated Investment,

UM

Liv Lewis

Liv Lewis

SVP, Client Experience (CPG, Finance),

EGAMI

Sheryl Goldstein

Sheryl Goldstein

EVP, Chief Industry Growth Officer,

IAB

Jeannine Shao Collins

Jeannine Shao Collins

President, SeeHer,

ANA #SeeHer

YOUTUBE WORKS AWARD WINNERS

2022 Winners

Brands and agencies from across the industry brought forward 2021’s most creative, compelling, and effective campaigns to the YouTube Works Awards. Our panel of expert judges selected 6 outstanding winners across 8 categories:

Grand Prix
Creative Innovation
Media Innovation
Grand Prix
Creative Innovation
Media Innovation

4:00 AM Stories

Sheba

Sheba framed themselves as the solution to the near universal problem for parents of cats: the 4am feed. Sheba created a series of hilarious yet visually and audibly calming videos to capture cat owners who turn to YouTube when they struggle to get back to sleep after the familiar 4am wake up. They were able to leverage this insight and an existing consumer behavior to drive relevancy for their brand.

Big Screen, Big Results
Big Screen, Big Results

Kayak Presents: Search One and Done

Kayak

Kayak tailored CTV creative to specific viewer travel searches - elegantly connecting a lean back living room experience with the most relevant brand content. They were able to maximize frequency and reach at scale and pull back and dial up ask travel sentiments shifted throughout 2021. This is an example of how CTV can push beyond the limitations of linear TV buys.

Brands as Creators
Brands as Creators

Convos with CEOs

Target, Open Influence

Target was able to reflect back their brand value of inclusion by authentically tapping into YouTube Creators to elevate the stories of black female CEOS who are often overlooked in the retail space. Their personal stories of the ups and downs of their small businesses resonated with.

Action Driver
Action Driver

Vax That Thang Up

BLK, Majority, Motion Family

BLK tapped into nostalgia with a 2021 remix of the icons 90s hit “Back that thang up” to combat vaccine hesitancy among black daters under the age of 40. They created a full YouTube music video to encourage people to get vaccinated and back out into IRL dating. The campaign became one of the most recognized calls to vaccinate during the pandemic.

Breaking Barriers
Breaking Barriers

Tinder Presents "Once Upon a Bi"

Tinder

Tinder wanted to welcome in more bisexual daters who have historically felt erased from cultural discourse about love. The brand enlisted creators, Anna Akana and MilesChronicles, to share their authentic experiences as bisexual young people. The strategically targeted campaign captured the attention of daters and helped to spark conversations about fluidity in dating.

The Underdog
The Underdog

Oddly Satisfying ASMR Blends in a BlendJet 2 Portable Blender

BlendJet, Logical Position

BlendJet is a small startup that isn’t even five years old - one of the founders was actually a popular YouTube car content creator. This campaign rose to the top against bigger more established brands because the unique blend of ASMR, wacky product demo, and humor was spot on for the YouTube platform and the content enticed viewers to not only watch but to buy! This is an inspiring case of how smaller brands can break through.