In partnership with
Celebrating the most effective YouTube Works across SEA
Stay tuned for the winners announcement on October 2024!
About the Awards
As the world has changed in the span of a few years, 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, is back to honor the brightest minds behind groundbreaking and effective YouTube campaigns of the past period.
This year’s Awards comes packed with new categories, new all-star jurors, and more chances to celebrate wins locally and across Southeast Asia.
How It Works
Submit your best work from March 1, 2023 to April 30, 2024 to be reviewed by our panel of industry leaders in two rounds.
Our local juries will select category winners and a Best of Country winner for each country. These winners will serve as the SEA finalists, from which our Grand Jury will select the regional winners.
The Grand Prix will be awarded to the submission that best demonstrates brilliant results, storytelling, and effectiveness.
Categories
The Big Bang
Awarded to the most effective launch to build awareness for a new product or launch. The launch (or relaunch) includes new brand or product, new positioning, new tagline, etc.
Masters of Media
Celebrating the campaign that best demonstrates brilliant and innovative media strategy that drove business results across the funnel. 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? Did you boldly test and learn to step-change your media strategy? This award recognizes the vital role of media planning and strategy in separating the good campaigns from the great.
Best Brand Story
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.
Brands & Creators
Awarded to the best collaboration between brands and YouTube Creators that strategically and creatively drove incredible results across the funnel. Campaigns that demonstrate strategic and creative collaboration between creators and brands that ultimately drive incredible social buzz and positive brand associations.
The Long & Short
Awarded to the campaign that best adapts original storytelling for different ad durations. How well did you flex your chameleon muscles to adapt to the audience’s expectations from their video content using different ad lengths, across different formats and devices?
Best of Google AI
Celebrating the campaign that best demonstrates how marketers effectively and responsibly leverage Google AI to enhance marketing performance and business impact. This could include using AI-powered solutions to optimize campaign objectives, generate assets, spark ideas, and scale creative across devices, platforms, and formats.
Best of Festive (Tết, Ramadan, etc.)
Awarded to the most outstanding campaign that celebrates key festive seasons. This award recognizes work that is able to build a connection with consumers in a locally relevant yet refreshing story, and compliment their message with strategic media orchestration to maximise impact in this key moment.
Force for Good
Awarded to 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?
Best of Country
Awarded to the most effective, outstanding and innovative campaign of each country - from insight to media to creative. This will be awarded at the Local Jury’s discretion, with special consideration granted to the winners of all submissions-based categories.
Grand Prix
The ultimate accolade awarded to the campaign that breaks barriers across Southeast Asia, and demonstrates excellence throughout the entire process, from creative idea, to media execution, and measurable results. The Grand Prix will be awarded at the Grand Jury’s discretion, with special consideration granted to the winners of all submissions-based categories.
The 2024 Local Finalists
We're thrilled to announce the local finalists for the YouTube Works Awards 2024 Southeast Asia! These brilliant entries impressed our local panel judges with their innovative campaigns and outstanding results.
Ready to see who made the cut? Click below to preview the complete list of local finalists. These finalists will now move on to the local round deliberation where the category winners per market will be determined.
The 2024 Grand Jury
Sulin Lau
SEA Grand Jury Head & Lead of The Big Bang
Regional Head of Marketing & Brand,
Grab
Deepika Nikhilender
Lead of Masters of Media
Chief Solutions Officer & Executive Director – Programmatic Practice,
GroupM Nexus Asia Pacific
Dennis Perez
Lead of Brands and Creators
Digital Marketing, Media and Commerce Lead,
Unilever Beauty & Wellbeing Southeast Asia
Laurent Thevenet
Lead of Best of Google AI
Head of Creative Tech APAC,
Publicis Groupe
Lex Bradshaw-Zanger
Lead of Best of Festive
Chief Marketing & Digital Officer South Asia Pacific, Middle East & North Africa Zone (SAPMENA),
L'Oreal
Valerie Madon
Lead of Best Brand Story
Chief Creative Officer,
McCann Worldgroup Asia Pacific
VJ Anand
Lead of The Long and Short
Executive Creative Director EMEA + Global Creative Operations,
VaynerMedia
Kartika Guerrero
Indonesia Jury Head
Senior Vice President - Digital Distribution & Partnership,
Indosat Ooredoo Hutchison
Emily Tan
Malaysia Jury Head
Global Head of Marketing,
Malaysia Aviation Group (MAG)
Melvin Mangada
Philippines Jury Head
Chairman, 4As Philippines | Chief Creative Officer,
TBWA\SMP
Supphasit Chokmongkolsatian
Thailand Jury Head
Chief Strategy Officer,
Ogilvy
Tam Truong
Vietnam Jury Head
Group Head of Integrated Media, Data CRM & Communications,
Nestle
The 2024 Local Juries
Aloysia Dian
Chief Executive Officer, Media,
dentsu
Fajar Arieyanti
Head of Brand and Marketing,
XL Axiata
Fransiska Elvina
Head of Media and Digital Business,
Nutrifood
Hilda Kitti
Vice President Marketing,
Tokopedia
Kapil Arora
Chief Operating Officer,
Ogilvy
Kartika Guerrero
Senior Vice President - Digital Distribution & Partnership,
Indosat Ooredoo Hutchison
Marieska Widhiana
Head of Fabric Expert (Laundry),
Unilever
Melinda Savitri
Country Marketing Head,
Grab Indonesia & OVO
Nur Hidayat Dwi Santoso
GM Media Channel,
Telkomsel
Paul Soegianto
Chief of Group Digital Strategy,
Astra
Sudesh Puthran
Chief Executive Officer,
Mindshare
Veronica Utami
Chief Operating Officer,
Halodoc
Veronika Utami
Marketing Director,
Frisian Flag
Wisnu Putra
Chief Executive Officer, Creative,
dentsu
Alam Wibowo
Media Director,
P&G Malaysia & Singapore
Amal Khalidi
Media Lead,
Unilever MYSG
Anoop Verghese
Group Business Director,
Publicis Groupe
Barry Victor
Senior Client & Creative Partner,
Leo Burnett Malaysia
Ben Woo
Head of Marketing Communications,
Maxis
Bernard Lee
Head Brand and Marketing,
U Mobile
Cindy Eliza
Chief Digital Officer,
IPG Mediabrands
David Soo
Managing Director,
PHD Media
Dorothy Fong
Founder & Chief Executive Officer,
IDOTYOU
Elvina Komalasari
Senior Marketing Manager,
Mudah.my
Emily Tan
Global Head of Marketing,
Malaysia Aviation Group (MAG)
Kevin Le
Executive Creative Director,
Mediabrands Content Studio
Mochammad Iqbal
Head of Digital & Ecommerce,
Mindshare (GroupM)
Nik Radzi
Executive Creative Director,
Naga DDB Tribal
Samantha Teh
Marketing Director,
Abbott Nutrition Malaysia
Chaiyong Sakulborrirug
Business Executive Director, Dairy & Adult Nutrition,
Nestle
Damisa Ongsiriwattana
Co-Founder & Chief Creative Officer,
SOUR Bangkok
Duangporn Mujanatongsuk
Head of PMX,
Publicis Media
Nathida Ratthanawut
Founder,
Marketing Oops! and DIQ Academy
Nidarat Urailertprasert
Data, Media and Commerce Lead,
Unilever Homecare Southeast Asia
Nitayanan Na Chiangmai
Commercial Leader,
P&G
Pathamawan Sathaporn
Chief Executive Officer,
GroupM
Pongpiti Phasukyud
Founder & Chief Executive Officer,
AD ADDICT
Phannika Vongsayan
Group Chief Executive Officer,
TBWA\
Pimnaree Noithammaraj
Head of Brand Management,
AIS
Sitthichoke Nopchinabutr
Vice President: Mobile Experiences Business,
Samsung Electronics
Sorasak Songnapawuttikul
Executive Creative Director,
VML
Supphasit Chokmongkolsatian
Chief Strategy Officer,
Ogilvy
Warin Tinprapa
Chief Growth Officer,
Media Intelligence Group
Wilailuk Potrakoon
Chief Marketing Officer,
THE STANDARD
Angel Guerrero
President and Editor-in-Chief,
adobo magazine
Angela Mendoza
Creative Director,
Publicis Manila
Carlo De Leon
Managing Partner,
Wavemaker
Crisela Magpayo-Cervantes
VP, Head of Marketing Communications & Media,
Globe
Emmanuel Ordinanza
VP and Head of Integrated Media,
Nestle
Kim Martin Viray
AVP, Head of Marketing Communications,
GCash
Liam Capati
Chief Media Officer,
Publicis Media
Lisa Sioson
Executive Creative Director,
McCann Worldgroup
Macce Samarista
Digital Marketing, Media and Commerce Lead,
Unilever Nutrition SEA & Indonesia
Malu Vasallo
Chief Investment Officer and Head of GOAT (Content Marketing),
GroupM
Manny Gonzales
President, Digital Marketing Association of the Philippines (DMAP) | Head,
Ogilvy Consulting Philippines
Melvin Mangada
Chairman, 4As Philippines | Chief Creative Officer,
TBWA\SMP
Mick Atienza
President, Philippine Association of National Advertisers (PANA) | AVP, Consumer WiFi and Mobile Advertising,
Smart Communications, Inc.
Oyie Pingol
Global Media Head,
Jollibee Group of Companies
Romina Joy Albarillo
Senior Director & Strategy Lead,
Openmind
Chi Truong
Category Head,
Suntory PepsiCo
Dibendu Moulick
Deputy Managing Director,
EssenceMediacom
Hang Tran
Vice President of Marketing,
Marico SEA
Kiet Tran
Marketing Director - Media & Operation,
Suntory PepsiCo
Navin Dhanpal
Head of Media and Digital,
Abbott
Phuong Luu
Executive Director,
Kantar Insights Vietnam
Quyen Le
Chief Client Officer,
Metub
Siddarth Malhotra
Chief Executive Officer,
Dentsu Creative
Tam Truong
Group Head of Integrated Media, Data CRM & Communications,
Nestle
Thanh Anh Nguyen
Head of Country Marketing,
Grab
Tri Nguyen
Chief Marketing Officer,
Vinamilk
Uyen Tran
Marketing Director,
Nutifood
Vineeth Dhruvan
Chief Executive Officer,
Publicis Media
Chloe Neo
Chief Executive Officer,
Omnicom Media Group, Singapore
Ian Loon
Chief Executive Officer, Media & Digital, Singapore and Chief Transformation Officer, Southeast Asia,
Publicis Groupe
Jacqui Wonder
Digital Marketing Director, Asia Pacific,
LEGO
Joban Singh
Senior Director of Marketing, Asia Pacific,
Align Technology
Kamira Bhasin
Chief Marketing Officer,
Trust Bank
Best practices
Looking for inspiration? Here's a line-by-line guide inspired by the submissions of previous winners on how to answer each entry form question meaningfully, as vetted by YouTube Works Awards SEA 2023 Grand Jury head and Kantar APAC Creative Leadership.
Our judges are looking for campaigns that have creatively, strategically, and effectively leveraged YouTube to achieve a clear business impact. Make sure you set the scene and be clear about your KPIs. The metrics you provide will help our judges understand your work and the challenges of your category and marketplace.
Helpful hints:
- Consider co-writing your submission; media and creative collaborations help to tell the full story
- Tell a story with a beginning (objectives), middle (approach), and end (impact)
- Stick to simple and concise
- Include critical context around your creative
- Remember we need all relevant media referenced in your submission
- Note any factors external to YouTube that could have impacted results
- Share as many metrics as you can and include objectives, KPIs, and benchmarks
How to enter
Identify your most effective YouTube campaigns from the eligibility period, review the Terms & Conditions (ID, TH, VN), learn more from the Submission Guide, and fill out the submission form below.
The YouTube Works Awards are easy to enter. Even better, it’s free. So if you’re part of a marketing, media, creative, or agency team, show us your best-in-class digital work for your chance to be seen around the world.
Need more help?
To ensure a smooth journey, we’re happy to guide you through the process. Check out our FAQs or book a session at YouTube Works Awards SEA Office Hours with Kantar. In the office hours, you can find further tips on how to craft a winning submission, learn more about the program, and get your questions answered. Book a session with Kantar or reach us anytime at youtube-works-sea@google.com.
Book a sessionSubmissions for YouTube Works Awards SEA 2024 are officially closed. Thank you for your submissions and please look forward to the winners announcement this coming October!
Girls in White | Central Department Store Thailand
Central Department Store, Wolf BKK
When competition focused on transactions, Central Department Store focused on connecting with a common human truth. With the help of YouTube In-Feed and In-Stream ads as a one-two punch to deliver their story, this campaign’s creative take on a functional call to action was a resounding success. They achieved massive reach, and double digit sales, showing how creative storytelling can win big in action.
Runner Up: Interview (Philippines) | Jobstreet, GIGIL Manila, PHAR Partnerships
The Innocent Eyes | Voiz Thailand
Monde Nissin Thailand, Ogilvy Thailand, Winter Egency
Voiz made expert use of YouTube’s unique ability for continuous, episodic storytelling through multi-length videos which kept their target audience coming back for more, week after week. They ultimately drove amazing recall with Gen Z, lifted brand share and jumped brand ranks in their category.
Runner Up: Quality Time, Again (Thailand) | Five Star Chicken, Rabbit’s Tale
#TolakDenganAnggun | BCA Indonesia
PT Bank Central Asia Tbk., Flock (PT Langit Kreatif Indonesia), ADA (PT ADA Asia Indonesia)
BCA turned an unglamorous topic into a relevant cause that anyone could rally behind. Using YouTube’s Video Reach Campaigns to spread the word efficiently, this campaign generated millions of impressions, and ultimately inspired their audience to advocate for the cause themselves.
Runner Up: The Cleft Choir (Thailand) | Listerine - Johnson & Johnson Consumer (Thailand) Ltd., BBDO Thailand, UM Thailand
Recharged Hair Recharged Me | Pantene Indonesia
P&G Indonesia, EssenceMediacom, Dentsu Creative Indonesia
Pantene took a risk with the most unexpected YouTube creator partnership that instantly struck gold. Breaking industry norms with their collaboration, both Pantene and YouTube Creator Keanu Angelo won the hearts of their target audiences, and made an irrelevant category the new talk of the town, with triple digit sales growth to boot.
Runner Up: Project Hope | Maya Philippines, Initiative Philippines, Film Pabrika Inc., Just Add Water, Hit Productions, The Acid House
CNY Mega Sale 2022 | GrabFood Thailand
Grab Thailand, Spa-hakuhodo, Saatchi
GrabFood launched a full-funnel campaign leveraging YouTube solutions to handhold viewers across every step of a highly cluttered season. From driving awareness with TrueView Skippable Ads, to consideration with CPM bumper videos and action with AI-Powered Video Action Campaigns and ACe campaigns, this brand saw an increase in both View-through-rates and transactions, ultimately breaking through in the busiest time of the year.
Runner Up: Better Together Series (Thailand) | True Corporation, Total Access Communication, UM Thailand, Wunderman Thompson Thailand
Love Your Gut | Dutchie Thailand
Dutch Mill Company, Ogilvy Thailand, Prakit Holdings
Dutchie turned an insight into a creative masterpiece, with a metaphor as unexpected as it was effective. On the back of YouTube TrueView Ads, Skippable Ads, Bumper Ads and cut-down videos targeting specific audiences, this campaign reinvigorated a lackluster category and won over Gen Zs.
Runner Up: Quality Time, Again (Thailand) | Five Star Chicken, Rabbit's Tale
Ummm... | Boonthavorn Thailand
Boonthavorn, VMLY&R, Wavemaker Thailand
Boonthavorn creatively crafted a binge-worthy series of ads that utilized both Long form and Short Form videos to tell Gen Z stories expertly. Unpacking their story in long form, and exploring catchy and eye-catching variations on Shorts, the brand built buzz, positive sentiment and ultimately, sales.
Runner Up: Some Gifts Take Time (Singapore) | Grab Singapore, M&C Saatchi Performance, GIGIL Manila
There were several good attempts at AI-Powered campaigns among submissions; however, brands across the region have yet to maximize the power of AI to take the industry forward.
BCA Ramadan #TibaTibaTenang | BCA
PT Bank Central Asia Tbk., Flock (PT Langit Kreatif Indonesia), ADA (PT ADA Asia Indonesia)
With a brand ambassador as big as the season they were cutting through, relatable stories that highlighted the frenzy, and an expert hand on the right type of media, BCA Ramadan #TibaTibaTenang delivered fantastic results. The campaign made use of first-party data and Google’s audience signals to identify the right people, combined multiple ad durations for the right delivery, and used Video Reach Campaigns and Mastheads to spread the right message at scale.
Best of Indonesia
1st Runner Up: #BestSellerGoSend 2022| GoSend, Gojek Media Labs, Gojek Creative Labs
2nd Runner Up: #TolakDenganAnggun | BCA, ADA Asia, Flock Creative Agency
Best of Festive
1st Runner Up: Strong Roots In The Holy Month | Lifebuoy, Mullenlowe Lintas Indonesia, Mindshare
Love Your Gut | Dutchie
Dutch Mill Company, Prakit Holdings Public Company Limited, Ogilvy Thailand
Dutchie turned an insight into a creative masterpiece, with a metaphor as unexpected as it was effective. On the back of YouTube TrueView Ads, Skippable Ads, Bumper Ads and cut-down videos targeting specific audiences, this campaign reinvigorated a lackluster category and won over Gen Zs.
1st Runner Up: The Innocent Eyes | Voiz, Winter Egency, Ogilvy Thailand
2nd Runner Up: Quality Time, Again | Five Star Chicken, Rabbit's Tale
Enhancing personalization with YouTube's AI-powered solution | MILO
Nestle Vietnam, OpenMind, Ogilvy, FMC
Milo demonstrated true personalization at scale. The campaign harnessed the power of YouTube Ads Creative Studio and YouTube's micro targeting capabilities to generate over 400 ads variants at scale. They truly leveraged YouTube’s reach solutions to the best of its ability to take over YouTube & created a blast on the launch of their new product that resulted in reaching 80% of the target audience. Connected with Gen Z, a difficult target audience to engage, through their biggest passion point: K-Pop! This generated 2.5 times higher ads view-through-rate vs. benchmark
1st Runner Up: Digitalizing Vietnam’s Farm-to-Door Supply Chain | GrabConnect - Grab Vietnam, Yolo, The Weekend Studio, Double U, Mindshare Vietnam
2nd Runner Up: Childhood Museum | Ong Tho, EssenceMediacom
Anthem of Financial Freedom | Maya
Maya Philippines, Initiative Philippines, Ogilvy-Bates CHI&Partners, Touch XDA Philippines, The Acid House, Film Pabrika, Inc.
With majority of Filipinos being unbanked, Maya made digital banking accessible, and attractive, to the next generation of users - Gen Z. To break old money rules and become not just another bank, but an icon of financial freedom for the GenZ, they turned traditional banking on its head - by collaborating with Filipino rapper Shanti Dope and gamifying the video app experience they delivered stellar results on the back of multi-length videos and YouTube's prime real estate - the Masthead. Topping local YouTube charts, and securing massive reach with 44.4M cumulative masthead impressions across the full campaign, Maya emerged as the Philippines' #1 digital bank.
1st Runner Up: GCash Stories: Real Stories that Inspire Real Action | Gcash Philippines, Publicis JimenezBasic, Universal McCann
2nd Runner Up: Balot | RC Cola, GIGIL Manila
U Mobile presents The Grand Love for CNY 2023 | U Mobile
U Mobile, TBWA, BPN
Seeking to position itself as a brand that celebrates human values, U Mobile sought to build brand loyalty by highlighting how technology has changed the way we express love. The brand tapped into a festive moment like Chinese New Year by using YouTube’s capabilities as a unique platform for long-form content to execute an emotional storyline. With AI-powered TrueView for Reach, Google’s AI identified ideal moments to seed the video and catch audience attention for maximum engagement, relying on a hook within the first 15 seconds. The campaign achieved a 65% VTR, above the 40% industry benchmark and saw a 61% increase in YouGov’s Brand Index among the brand's Chinese audience.
1st Runner Up: sooka Liga Malaysia 2023 Campaign Relaunch | sooka Malaysia, MBCS @ IPG Media Brands, Mindshare (M6)
2nd Runner Up: Fandom First: Sunsilk Owning the Fandom x Blackpink Standing Out in Culture | Sunsilk - Unilever Malaysia, Mindshare Malaysia
DBS Sparks: Season 2, Episode 9 – 'The Hidden Pandemic'
DBS Bank
DBS took a creative approach to brandbuilding, thinking about how to connect with their audiences in a meaningful, long-term way, thus creating DBS Sparks and in particular, the episode ‘The Hidden Pandemic’. The campaign leveraged YouTube’s capabilities as a platform that can host both short-form and long-form content, with the 35% view-through rate proving that audiences attention can be captured beyond short-form ads, as long as the content is compelling. By taking a topic that would resonate with so many, and presenting it in a very human way, DBS stands out as a purpose-led brand memorable beyond its products.
1st Runner Up: FWD Insurance replicates a traditional media launch with YouTue Full Funnel Blast at scale for CI plus Product Launch | FWD Insurance
2nd Runner Up: Some Gifts Take Time | Grab Singapore, M&C Saatchi Performance, GIGIL Manila 2nd Runner Up: Some Gifts Take Time | Grab Singapore, M&C Saatchi Performance, GIGIL Manila
Celebrating The Stains Of Pride In Tết | Omo
Omo , Mindshare
Omo truly captured the essence of Tết and successfully built heartfelt connections with consumers through locally relevant yet refreshing content and stories. Within the first day of the year, it's campaign reached 8.2 million users through YouTube Masthead Cost Per Hour, generating 100% share of voice and 13 million impressions. During this key moment, Omo maximized its impact on Vietnamese audiences, capturing share of voice during Tết and strengthened its brand positioning as the Top 1 brand in the fabric cleaning category.
1st Runner Up: Tết changes, The Magic remains | Coca-Cola
2nd Runner Up: LAY'S HIJACKED #1 CULTURAL MOMENT | Lay's
Contest begins
March 11, 2024
Submissions end
May 10, 2024
Winners announced
October 2024