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 KOMM and Sveriges Annonsörer, celebrate and champion the brilliant minds producing the most innovative and effective campaigns on YouTube in the past year.
Categories
Winning Hearts
Celebrating the campaign that best demonstrates emotional impact on a target group.
In this category we are looking for campaigns that have been able to move people – using the power of emotion to drive business results.
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.
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.
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.
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.
How it works
Submit your best work from 2021 to be reviewed by our panel of industry leaders.
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.
Our 2021 judges
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.
Jimmy Bolander
Business Director,
Publicis Groupe
Peter Bryngelson
Head of Brand & Communication research,
Demoskop
Anna Hammerlid
Chief Transformation Officer,
GroupM
Camilla Everberg
Head of Marketing & e-commerce,
Elgiganten
Astrid Andersson
Head of Creative ,
Precis Digital
Nina Åkestam Wikner
Head of Strategy,
NORD DDB Stockholm
Marika Baltcheffsky
CMO,
Meds
Hanna Bergius
Global Head of Media Innovation and Strategy,
H&M
Haisam Mohamed
Founder & Creative Director,
Uniform™
Simon Le Pluart
PR Advisor,
Jung Relations
Jakob Swedenborg
Executive Creative Director,
Animal
Contest begins
March 14, 2022
Submissions end
April 8, 2022
Winners announced
June 2022
How to submit
Best practices
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 2021, review the Terms & Conditions, and fill out the submission form below.
The YouTube Works Awards are easy to enter. 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.
Questions? contact us at youtube-works-se@google.com
YouTube Works 2022 Submission Form
YouTube Works Winners
Meet the YouTube Works Winners
Brands and agencies from across the industry brought forward 2020’s most creative, compelling, and effective campaigns to YouTube Works. Our panel of expert judges chose 5 outstanding winners across 7 categories.
Systembolaget - Antilangning
Nord DDB.
The jury’s motivation:
"Systembolaget won this year’s Grand Prix by combining insights about a target audience with relentless craftsmanship, where every creative, channel and format is used to its fullest extent. And by acknowledging multiple difficult emotions the advertiser shows that it is possible to turn around a negative through something negative."
Volvo Trucks – The Tower
Forsman & Bodenfors
The jury’s motivation: "By being bold, risk-taking and thinking outside the box, Volvo Trucks has a unique approach to communication, winning them this year’s Creative Innovation. Keep raising the bar."
Storytel – Knutbyflickan
Keybroker
The jury’s motivation: "In today’s world everything needs to be quick. To make people spend more than a split second on your company’s message is an enormous challenge – that few companies master. Telling an engaging story helps, and when you also use the unique capabilities of YouTube for media planning, Storytel almost makes it seem easy."
Dante’s Heartbeat
Abby Priest
The jury’s motivation: "Goliath’s strategy was simple: Be bigger and stronger. But, David managed to defeat the giant by doing the opposite. Instead of using brawn he used brains. The key to being successful in digital is often as simple as Goliath’s strategy; Optimize, adjust for format, tailor. However, Hjärtebarnsfonden did the opposite. To stand out and create engagement among the digital giants, Hjärtebarnsfonden did not use the brain, but the heart."
Mcdonalds – McDo
Nord DDB
The jury’s motivation: "Mcdonald’s is a brand that does exactly what we love to see on YouTube – they took a trend and made it their own. The jurors take our hats off and part our hair as Mcdonald’s wins this year’s Brands as Creators."