Registration – free – is open until the 25th of July on the award website
Applications for YouTube Works 2022 are open until the 25th of this month, which reaches its third edition this year. The award aims to recognize brands that make the best creative use of YouTube and, at the same time, build a strategy capable of achieving significant business results.
To apply for YouTube Works 2022, the advertiser or responsible agency must complete a form on award website and justify the reasons why the campaign was unique and deserves to be highlighted among the thousands aired on the platform – registration is free.
Of the five categories that segmented campaigns last year, only Best Work With Creators remained unchanged, in addition to maximum recognition, Grand Play. The Data Driven, Strategy for Action and Brand Building categories were grouped into one: Business Impact. Visibility and Inclusion became Social Impact, aiming to broaden the scope to reach the entire ESG policy group.
In addition, there are two new categories: The Unskippable and Meeting the Moment, which aim to value creative work on the platform and the contextual use of campaign tools when facing the economic challenges imposed on the population in the last year. Another novelty is that, for the first time, since the beginning of the awards, the award ceremony will be in person, held in São Paulo, in September.
The analysis of the cases submitted to YouTube Works, an award developed in partnership with Kantar — responsible for managing the curation and judging process of the campaigns, as well as for moderating the judging sessions — is carried out on two complementary fronts.
According to YouTube, there are two collegiate bodies that form the juries. The first makes the shortlist of campaigns. After the announcement of the finalists, a second jury enters into action, to define the winners of each category and the winner of the Grand Play (GP).
Among the judges are names such as Luciana Haguiara, executive creative director of Media.Monks, Felipe Silva, partner and creative director of Ghana, João Pedro Paes Leme, CEO and founding partner of Play9.
2021 winners
Last year, four works were awarded in five different categories – highlight for ‘Brahma Live Circuit’, created by Africa for Ambev. Under the umbrella of the Brahma brand, the pandemic forced the company to reformulate the main activation of the year: the sponsorship calendar for country music shows.
Thus, the Brahma Live Circuit was born. There were more than 250 attractions that, together, surpassed the half-billion views on YouTube.
According to a study by Kantar, the calendar earned Brahma R$38 million in earned media and increased Brazilians’ affinity for the brewery by 30% compared to the previous year.
The work won the Brand Building and 2020 Reaction trophies because it was able to act quickly in planning and execution, as well as being able to adapt the format in an engaging way to the virtual environment.
Winner of Strategy for Action, the Commonwealth/McCann case ‘Live Feirão Chevrolet’ won the award for being recognized as a good example of a call to action, based on data from the brand’s channels.
The piece ‘Google – GSA Learn Something’, developed by Wunderman Thompson for the search engine, was featured in Data Driven. The campaign communication was all structured to help people seek to learn from Google.
In Visibility & Inclusion, the winner was the campaign ‘Fábulas da Conexão – Vivo’ (VMLY&R for Vivo), which focused on the inclusion and representation of black creators and the appreciation of black culture are present.
YouTube Works 2022
Applications until July 25th
free
Register your case here
