YouTube Works Awards
In partnership with
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.
Categories
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.
Best Collaboration
Celebrating the best strategic and creative collaboration between brands and YouTube Creators that ultimately drive incredible social buzz and positive brand associations.
By riding on a Creator’s wave of avid followers and creating meaningful brand integration, brands can evolve and have more authentic conversations with its audience. Here, we’re looking for campaigns that have mastered this art of collaboration. Both organic and paid campaigns are eligible for this award.
Force for Good
Celebrating the campaign that best demonstrates proven impact on social causes and 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 and had gone deeper than the bottom line.
Best Personalization
Celebrating the best campaign that maximizes YouTube audiences, signals and intent to drive relevant communications to targeted audiences.
We’re looking for work that demonstrates a deep understanding of said factors to create highly personalized ads that strongly match creatives and media, ultimately leading to campaign impact.
Best Storytelling
Celebrating the heroes (and heroines) of the creative world who power a campaign to success with the art of storytelling.
The award aims to recognize campaigns that exhibit a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction and flawless production; thus, the creative work should evoke a deep emotional impact from the audience and reinforce both positive brand associations as well as campaign results.
The Challenger
Celebrating the campaign that beat the odds to create big impact.
This award aims to recognize the best campaign in which a challenger brand had big ambitions and achieved big 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.
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 to be reviewed by our jury of distinguished industry leaders in two rounds.
There are 6 categories for you to select, with zero submission fee. Two rounds of marking will select the category winners, each highlighting a different dimension of marketing and showcasing the impact of your campiagn on YouTube.
A Grand Prix will then be awarded to 1 category winner that demonstrates excellence throughout the entire process starting from the consumer insight to creative & media innovation to storytelling to eventually driving business results.
To learn more about campaign eligibility and judging rubrics, refer to the Submission Guide.
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.
Angie Tijam-Tohid
Executive Creative Director,
Havas Ortega Group
Dan Villegas
TV and Film Director
Dave Drilon
Chief Digital Officer,
Publicis Groupe PH
Digs Dimagiba
President, IMMAP | Chief Marketing Officer and Head,
the ABCMT Group of Metrobank Philippines
Golda Roldan
Chairman, 4As | Chief Executive Officer,
Wunderman Thompson Philippines
Lyqa Maravilla
YouTube Creator
Marius Talampas
Commercial and film Director,
Arcade Film Factory
Mick Atienza
Treasurer, PANA | AVP of Consumer WiFi and Mobile,
Smart Communications Inc.
Neil Trinidad
VP & Head of Cryptocurrency,
GCash
Pamela Takai
Chief Marketing Officer,
Nestle Philippines Inc.
Ryan Reyes a.k.a Ninong Ry
YouTube Creator
Sol Romero
Managing Partner and AOR Head,
Openmind
Trixie Diyco
Executive Creative Director,
Publicis JimenezBasic
Submissions Open
April 25, 2022
Submissions Close
June 3, 2022
Winners announced
October 2022
2022 Winners
Brands and agencies from across the industry brought forward 2021’s most compelling, and effective campaigns to YouTube Works. Our panel of expert judges chose the outstanding winners across our categories:
Gravity | Accenture, Inc.
Accenture Inc. championed mental health in the BPO industry by being an early adopter of a new, powerful storytelling format. The campaign increased positive sentiment towards the brand at +17ppt vs target, and exceeded benchmarks on engagement, clickthrough and costs per view.
Now Showing: Love for a Perfect Pair | Jollibee Foods Corporation
To reignite Filipino love for all-time favorites Chickenjoy and Jollibee Spaghetti, Jollibee reunited the country's most iconic celebrity pairing in a YouTube exclusive long form film on their brand channel. The parallelism on the nation's perfect pairings, and the brand behaving as a YouTube creator would, delivered a 39% growth for the product duo vs. pre-campaign period.
Carabao | DiskarTech
In order to rise among the category leaders, DiskarTech focused on the untapped, unbanked rural segment through a cheeky, bold approach. Their unconventional execution landed them with a 50% increase in monthly app downloads and a historical ROI.
Ms. Hurt | Orocan
To protect market leadership against more affordable alternatives, cooler brand Orocan partnered with a YouTube creator creatively. The brand showed how substitutes, be it in creator look-alikes or coolers, will never be as good as the real thing. The brand landed a 25% increase in sales value and volume post campaign.
Heaven | UnionBank of the Philippines
To cut through the functional banking category, UnionBank of the Philippines took a fresh take on communicating their banking app's unique proposition. By building a unique story on consumer pain points and how the app solves these, the campaign achieved 14.5B impressions and landed 3.8M new users for their app.
There were several good attempts at personalization among submissions, however brands in the Philippines have yet to capitalize on personalization at scale. There is untapped potential for brands to tap this solution and take the industry forward.
