In partnership with
Celebrating the most effective YouTube Works across SEA
Congratulations to our winners!
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 SEA Winners
Meet the SEA winners for this year's YouTube Works Awards, who took home the gold in representing the best YouTube campaigns across Southeast Asia. These outstanding campaigns set a new standard, impressing our grand jury with their groundbreaking creativity, transformative innovation, and resounding success. A huge round of applause to all the winners!
Sammakorn NOT Sanpakorn | Thailand
Sammakorn, Heroleads, Choojai and Friends
Faced with a major branding challenge, Sammakorn delighted viewers with laughter through Thai-style humour and self-mockery to cleverly differentiate and solidify their brand identity. With the help of YouTube Skippable In-Stream ads and precise key audience targeting, their long form storytelling delivered double digit growth for the brand on View-Through Rate, Search Uplift and new users to the Sammakorn website.
GrabFood The Greatest Knockout | Thailand
GrabFood, M&C Saatchi Performance, Spa-Hakuhodo
With online food delivery services constantly battling it out daily to win over price-sensitive consumers, GrabFood employed a savvy mix of a widely loved boxing metaphor, major celebrity endorsements and a clever media mix strategy to deliver the knockout win. Deploying time-based targeting of short form videos across meal times to hungry foodies, GrabFood landed maximum reach and engagement at a minimum cost, with double digit sales growth to boot.
No Drama, Just Quality Used Cars | Singapore
Carro
To address the lack of transparency in the used car industry, Southeast Asia's largest online used car marketplace Carro aimed to relaunch their pre-owned vehicle service with an original story of trust. Combined with YouTube's Skippable in-stream ads and YouTube Select Lineups, Carro touched on their audience's affinity for K Drama to showcase the no-drama transaction in buying cars from the brand, allowing the brand to double their View-Through Rate vs industry benchmark and bump up lead volume growth in just 1 quarter.
Best Taste by Nescafe RTD | Thailand
Nescafe CLC Espresso Roast, UM Thrive Thailand, Leo Burnett
To establish their newly launched canned coffee as beloved by all Thais, Nescafe ditched traditional product placements and integrated their product in Thailand's most popular TV and YouTube news program HoneKraSae, hosted by popular YouTube creator Noom Kanchai. This partnership set the stage for further collaborations with Thai creators in a series of chaotic comedy and live taste-test showdowns, amplified by YouTube launch formats like Masthead, VVC and VRC. With sky high views and engagement, this collaboration pushed Nescafe from Challenger to Lead brand, doubling their sales volume growth vs category benchmark.
There were several good attempts at multi-format campaigns among submissions; however, brands across the region have yet to maximize the distinct power and creative combinations of long form and short form videos to take the industry forward.
Sobat Hemat | Indonesia
GrabTransport, M&C Saatchi Performance, Grab Creative Studio
To stay ahead of competition, Grab needed a personalized way to win over a highly penetrated market. By localizing different story versions to convey a sense of freedom in mobility, Grab made the most of personalization tools from YouTube, Google Creative Studio and Weather API to deliver the right message to the right person in the right context, and significantly reduce costs at the same time. With a lower Cost Per Impression and a higher Click-Through Rate vs manually optimized campaigns, topped with an increase in penetration, Grab had improved campaign efficiency and effectiveness with the help of Google AI.
Forgiveness | Malaysia
RHB Bank, FCB SHOUT
To surface the spirit of Ramadan in a divisive culture, RHB brought out the power of empathy by heroing one act of kindness to make a difference in society. RHB's Raya ad recounts the true story of a Malay lawyer, Ahmad Zaharil, who helped a poor Indian woman in 1998. Two decades later, the woman’s son, inspired by Zaharil, became a lawyer himself. The ad, which highlighted forgiveness and Raya’s spirit, took a bold approach by featuring a story about racial harmony amidst local sensitivities. Using Video View Campaigns, Skippable In-Stream Ads and In-Feed Video Ads, RHB turned the story into their most loved Raya campaign, beat industry benchmarks and inspired the #MZB365 movement to promote forgiveness and nation-building during Ramadan and beyond.
Don't Know? Kasih No! | Indonesia
BCA, iProspect, Flock (PT Langit Kreatif Indonesia)
As one of Indonesia’s leading banking institutions, BCA had a mission to combat fraud by empowering consumers to recognise and mitigate potential cybersecurity risks. For this, the brand delivered an educational message through a well-crafted narrative that blended nostalgia and comedy, with a campaign carefully curated across all elements - from actor, storyline, cinematic delivery and call to action. Not only did the campaign capture audience attention across different generations, but utilized YouTube's Video View Campaign and Video Reach Campaign to boost reach, engagement and improve awareness on the movement.
The 2024 Local Winners
Meet the local winners for this year's YouTube Works Awards, who will be competing in the final Southeast Asia round. These exceptional campaigns rose above the competition, captivating our local judges with their creativity, effectiveness and impact. Congratulations to all local winners!
Explore the complete list of local winners below.
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!
Contest begins
March 11, 2024
Submissions end
May 10, 2024
Winners announced
October 2024