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YouTube Works Award

About the Awards

Over the last decade, marketers have redefined how they communicate with consumers. From the heartwarming to the heartracing - and everything in-between, YouTube has seen how incredible digital content can drive immense brand love, inspire action & equally powerful results.

The YouTube Works Awards— in partnership with Kantar & Persatuan Perusahaan Periklanan Indonesia (P3I)—celebrate and champion the brilliant minds producing the most innovative and effective campaigns on YouTube in the past year.


  • 1

    Best YouTube Innovation

    This award recognizes the campaign that demonstrates strategic and innovative use of YouTube leading to compelling brand results.

  • 2

    Best Collaboration: Brand & YouTube Creators

    Best strategic and creative collaboration between Brand & Creator that drove incredible buzz & positive brand associations

  • 3

    Best Media Orchestration

    The award recognises the campaign that best demonstrates brilliant media planning that drove business results by mapping out potential audience profiles, and matching them with strategic media placements and effective buyings that make every single ad spent totally worth it.

  • 4

    The Unskippable

    This award goes out to the best compelling 5-seconds intro that keep viewers from clicking the “skip” button.

  • 5

    Best Storytelling

    This award goes out to the unsung heroes (and heroines) of the creative world who power a campaign to success with the art of storytelling beyond 30 sec.

  • 6

    Best Creative Personalization

    Celebrating the campaign that best leverage the power of data - insights and brilliant creative execution to bring contextual or personalised digital ads that drove measurable impact for the Brand

  • 7

    Best Creative Effectiveness

    Celebrating the campaign that best demonstrates brilliant creative execution on a digital platform that drove measurable impact. (i.e. how creative storytelling and creative effectiveness drove tangible business results.)

  • 8

    Force for Good

    Celebrating the campaign that best demonstrates proven impact on social causes that goes deeper than the bottom line.

  • 9

    Grand Prix

    The best campaign that most effectively utilized YouTube to achieve the brand's ultimate business performance among the winners by category

How it works

Submit your best work to be reviewed by our jury of distinguished industry leaders in two rounds.

There are 8 categories for you to select, with zero submission fee. Two rounds of judging will select the 8 category winners, each highlighting a different dimension of marketing and showcasing the impact of YouTube on business results.

A Grand Prix will then be awarded to 1 category winner that best demonstrates brilliant results, storytelling and effectiveness.

Introducing our judges

Our lineup of judges brings specialized expertise and significant experience across industries and categories.

More judges to come.

  • Henry Manampiring

    Henry Manampiring



  • Maya Watono

    Maya Watono

    Country CEO


  • Angga Dwimas Sasongko

    Angga Dwimas Sasongko

    Film Director

  • Vaishali Sarkar

    Vaishali Sarkar


    Wunderman Thompson

  • Raditya Dika

    Raditya Dika

    YouTube Creator

  • Sri Widowati

    Sri Widowati

    VP of Marketing Specialized Nutrition

    Danone SN Indonesia

  • Ranjana Singh

    Ranjana Singh

    Chairperson Indonesia Vietnam


  • Guy Kellaway

    Guy Kellaway

    Communications Director

    Nestle Indonesia

  • Amalia Sarah

    Amalia Sarah


    Paragon Technology & Innovation

  • Marc Aldrich Gopal

    Marc Aldrich Gopal

    Head of Marketing

    P&G Indonesia

  • Ainul Yaqin

    Ainul Yaqin

    Group CMO


  • Felicia Julian

    Felicia Julian

    Marketing Director

    Frisian Flag

  • Rajat Basra

    Rajat Basra


    Omnicom Media Group Indonesia

  • Rachel Goh

    Rachel Goh



  • Axton Salim

    Axton Salim


    PT Indofood Sukses Makmur Tbk

  • Kevin Mintaraga

    Kevin Mintaraga

    SVP of Ads Solution & Marketing


  • Ivan Hady Wibowo

    Ivan Hady Wibowo



  • Contest begins

    Contest begins

    Monday, April 12, 2021

  • Submissions end

    Submissions end

    Monday, May 31, 2021

  • Winners announced

    Winners announced

    September 2021

How to submit

How to win

How to win

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

Refer to the Submission Guide for further guidance.

How to win

How to enter

  • Submit your most effective YouTube campaigns (can be more than one) from January 2019 - May 2021.
  • Review the Terms & Conditions, and fill out the submission form below.

YouTube Works is easy to enter. Even better, it’s free. 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.

YouTube Works 2021 Submission Form

Fill out the form below to enter

Please enter valid email address

Please limit response to 250 words. What is the story you want to tell the judges so that they understand your business, market and competitive situation and have full context around your submission? What is the case you are making around your success? Important elements to cover are: What role does your brand play in the category? What is the competitive environment like? What important information about the climate/market conditions specific to your industry should we be aware of? What barriers did you need to overcome? Who was your primary target for this campaign? Why? What important information on your audience behavior and culture should we be aware of?

Please limit response to 200 words. Include concrete objectives which are quantifiable and as specific as possible. Judges will be interested in any relevant background (e.g. targets, previous performance, etc.) around the goal set. Note that your response to this question will be considered when judges are assessing overall effectiveness with an eye to both how rigorous / business-critical the objectives were and how well they were achieved.

Please limit response to 200 words. Share any insights that are translated to the creative idea. In addition to articulating the core idea behind your effort, consider referencing any customer or market research that may have inspired it, organizational reality or imperative that necessitated it, human truth or audience insights (wants, needs, attitudes, behaviors), as well as any context around how the idea and these inputs translated to the final execution.

Provide as many links as necessary, separated by commas. Refer to the Submission Guide for recommended materials to be submitted per category.

Add copy under box: Provide as many links as necessary, separated by commas. Refer to the Submission Guide for recommended materials to be submitted per category.

Summarize the overall communications strategy you used to bring the idea to life. Include the channels you chose and why they made most sense given your target and core idea. If you are able to share your budget or scope, that would help the judges understand your approach. Judges will be looking for thoughtful and creative strategic planning.

Please limit response to 100 words. In light of the overall strategy and communications plan you outlined above, explain the specific rationale behind your choice of capabilities - the key role and function you envisioned each of these tools playing. How did YouTube activation relate to other channels / media / creative in this campaign, and why?

Please limit your response to 200 words. Ensure your response is closely connected with and applicable to your stated objectives and target audience. Please also mention relevant benchmarks, to help the judges understand your achievements. It is essential that you source your measurable results. Refer to the Submission Guide for recommended KPIs to present per category.

Please limit response to 200 words. Beyond achieving the KPIs and objectives articulated, did you see other positive results in your business or on your brand as a result of this effort? Do you have any insight to share on what was at the heart of this success? What worked particularly well, what could’ve been done better? What changes would you make to your overall, communications, and channel strategy?

Thank you for your submission! Winners will be announced in September.