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Celebrating the most effective YouTube Works across SEA - Now open for submissions until 30 April 2024!
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YouTube Works Awards

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.

About the Awards
How it works

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.

How It Works

Categories

1

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.

2

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.

3

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.

4

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.

5

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?

6

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.

7

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.

8

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?

9

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.

10

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.

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
Best practices

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.

How to enter
FAQs

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 session
YouTube Works SEA 2024 Submission Form

Fill out the form below to enter

All submissions must be in English. To ensure that submissions are assessed properly by our SEA Grand Jury, video case studies or campaigns originally in local language must have English subtitles or dubbing. Please refer to our submission guide for more information.

Entries can be saved as a draft for up to 24 hours by pressing the save button. If you need to download the submission form for your entry drafting process, please access here for English, Bahasa, Thai, and Vietnamese. Note that submissions will only be considered official once they are submitted in English within the embedded form below.

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Entry information

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Entrant Information

One or more of your responses are invalid, please check below.
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Eligible submissions are those launched between 1 March 2023 - 30 April 2024.
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Please select the primary country target of your campaign. You may select only one.

If your campaign ran in multiple markets:

- Please select the market with the most media spend.

- The primary market must be agreed upon by parties in all markets

- The campaign can only be entered once. Adaptations for other markets are not eligible.

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If your campaign ran in other countries, please all other markets that apply.
Please select the category/ies which best reflects your submission. You may select all that apply.
The most effective launch campaign, utilizing at least 1 of the following YouTube campaign types: Video Reach Campaigns, YouTube Mastheads or Roadblocks, to build awareness.
The most brilliant and innovative media strategy that drove business results across the funnel.
The most effective creative storytelling through long-form ads with a duration of >30sec.
The most effective brand partnership with YouTube Creators that drove buzz and positive brand associations. Priority is given to campaigns that utilized YouTube Creator collaboration solutions such as Creator Promotions and Creator 2 Cart.
The best use of multi-duration assets across ad formats and devices. This requires the use of both a 6-second asset and >=30-second asset in a single campaign.
The most effective and responsible use of Google AI to enhance performance and impact. The entry must have utilized at least 1 AI-driven solution to power their campaign, such as the following: Video Reach Campaigns, Video View Campaign, Performance Max, Demand Gen, Video Ads Sequencing, Ads Creative Studio, Flip Video, Trim Video, Gemini (Formerly Known as Bard), Shorts Maker, AdClip
The campaign that most effectively builds connection with local consumers within festive moments, including but not limited to Tết, Ramadan, Christmas, Songkran, Valentine’s Day, etc.
The most impactful campaign that puts a cause first, demonstrating a brand’s fierce commitment to diversity, inclusion, sustainability, environmental issues, or other social causes.
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Why do you think your campaign is a good fit for the category/ies you have selected? How does this campaign best exemplify the category/ies? Ensure separate explanations per category selected, as shown below:

- The Big Bang: [add reason here]

- Force for Good: [add reason here]

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What is the story you want to tell the judges about your campaign? Some 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 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? What important information on your audience behaviour and culture should we be aware of?
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What metrics were set to determine the success of your campaign? Include concrete objectives that are quantifiable and as specific as possible. Include Media, Brand, and Business KPIs to showcase your campaign’s full influence. Judges will be interested in any relevant background (e.g. targets, previous performance, KPIs 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 how business-critical the objectives were and how well they were achieved.
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What was the creative strategy, idea, and final execution? Include, if applicable, any customer or market research, organizational reality or imperative, human truth or audience insights (wants, needs, attitudes, behaviors), or any other context that led to the idea and final execution.
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What was the YouTube strategy you used to bring your campaign to life? Include the YouTube capabilities you had chosen 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 look at a unique-to-YouTube strategy and innovative media thinking, planning and execution to justify YouTube’s suitability to meet the objectives set.
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Which YouTube capabilities did you leverage? Tick all that apply.
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Please provide links to all creative materials including original works of the campaign, or any additional supplement campaign content.

Please note:

  • Place only your actual campaign material’s YouTube URL here. There is a separate field for case study videos.
  • Type in individual unique YouTube video IDs for the campaign per field below.
  • If your entry requires multiple videos, limit to 5 links maximum. Place the campaign materials in order of priority to assist the judging process.
  • YouTube links provided must be the last 11 characters of the YouTube URL (eg. https://www.youtube.com/watch?v=jEh6wBZiyJo)
  • Please ensure that all links provided are active until 31 December 2024
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What were your results against the specific goals and KPIs set? How did YouTube capabilities help achieve your campaign objectives? Include any relevant benchmarks to illustrate your achievements. Judges will be assessing your entry based on campaign results against Media, Brand and Business KPIs you’ve stated in the Campaign Objectives section.
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Any video case studies, additional assets, information, context or insight you would like to share with the judges?

  • If available, the English case study (must be uploaded to YouTube) should be the first link provided, followed by original works, then supplement materials.
  • If materials are uploaded to Google Drive, please ensure permission is granted for all with link
  • Please ensure that all links provided are active until 31 December 2024
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YOUTUBE WORKS WINNERS
2023 Winners: Southeast Asia
Brands and agencies from across the region brought forward 2023’s most compelling, and effective campaigns to YouTube Works. Our panel of expert judges chose the outstanding winners across our categories:
The All Action Hero
The All Action Hero

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 Big Bang
The Big Bang

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

The Changemaker
The Changemaker

#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

The Collaborator
The Collaborator

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

The Connected Canvas
The Connected Canvas

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

The Fire Starter and Grand Prix
The Fire Starter and Grand Prix

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

The Long and Short
The Long and Short

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

The Alchemist
The Alchemist

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.

2023 Winners: Local
Best of Indonesia
Best of Festive
Best of Indonesia
Best of Festive

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

Best of Thailand
Best of Thailand

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

Best of Vietnam
Best of Vietnam

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

Best of Philippines
Best of Philippines

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

Best of Malaysia
Best of Malaysia

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

Best of Singapore
Best of Singapore

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

Best of Tet
Best of Tet

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

1

Contest begins

March 11, 2024

2

Submissions end

April 30, 2024

3

Winners announced

October 2024