Meet the YouTube Works Winners

Despite this year’s unusually challenging circumstances, brands and agencies from across the industry brought forward 2020’s most creative, compelling, and effective ad campaigns in Malaysia to YouTube Works. Our panel of stellar judges selected the best of the best and chose these 12 winners.

winnersreel

 

AOTY

Libresse: Know Your V

Havas Immerse, Directors Think Tank

Garnering over 3.5M views, Libresse went against the conventional norm and combined not just creative excellence with bold, new ideas, they took a stand and created impactful education while driving valuable and deep conversations with their Malaysian audiences in unprecedented ways — many of which have never been seen locally before.

Food

MILO Malaysia: 70 TAHUN KEBAIKAN 

Ogilvy Malaysia, Zenith Malaysia, Spring Creek, MILO Malaysia 

Milo celebrates 70 years of heritage in Malaysia by passing on the goodness of values and lessons to future generations as seen through the stories brought forth from the strength, tenacity, and determination of everyday Malaysians united in extraordinary ways. This campaign generated a total of over 5.7M views.

Retail

Hong Leong Bank: The Grown Ups’ Table

Naga DBB Tribal, m/Six, and Fastman Studios

Success in the future begins from today, and with over 3M views — that’s exactly what Hong Leong Bank delivers in this charming Chinese New Year short film about a young girl determined to earn her place at the grown ups’ table, eventually succeeding through her careful planning of the future.

Food

Toppen Shopping Centre: #KitaDLL 2020

Ensemble Worldwide, Universal McCann, Directors Think Tank, Two AM Music Studios 

An inspiring campaign sparked from the dreaded “Dan Lain Lain” definition of one’s race, Toppen Shopping Centre celebrates what makes everyone special beyond mere racial “checkboxes”, and redefines what “DLL” truly means for every Malaysian. Their enlightening campaign created buzz among viewers and reached over 3.2M views.

Retail

Grab Malaysia: CNY 2020: HUATever you want, Grab got!

Fisherman Integrated, Grab Malaysia

Why fight over Chinese New Year chores when you can just easily and effortlessly “tai chi'' your way all through the festive season? From errands, to food and more — HUATever you want, Grab has it! This hilariously engaging video caught the attention of over 2.8M views during its run.

Food

Maxis: My father's RM1 grandfather stories

Publicis Groupe, DanKhoo Productions

Who says RM1 can’t buy you anything these days? With 4.2M views, Maxis proves us wrong in this nostalgic and funny take on the value of RM1 back then, versus now — showing us just what a great deal you can get at Maxis.

Retail

Tenaga Nasional Berhad (TNB): CNY 2020 - #RealityNotVirtual

Reprise Digital

Rather than telling Malaysians to go home for Chinese New Year, TNB took a different route by integrating reality and the virtual world — comically bringing home to Malaysians instead, and renewing a now often forgotten excitement of hometown family celebrations. Their video successfully uplifted 4.7x more views from the initial target with a 30.96% VTR.

Food

Toppen Shopping Centre: #JelesEk - Joe Flizzow ft Joyce Chu

Ensemble Worldwide, Universal McCann, Reservoir World

Toppen Shopping Centre became the heart the community through a hyper-localised campaign celebrating state pride with all things local, including homegrown superstars and with their unique dialect #JelesEk (Jealous Lah) — all while uniting Johoreans and inviting everyone else to join them there. Within two months of their campaign launch, Toppen’s awareness level hit 82%, 3 years ahead of their target and placing them among the top eight most recognised malls in Johor Bahru.

Retail

Celcom Axiata Berhad: MeReka Merdeka

Mindshare Malaysia, M&C Saatchi Malaysia, Watermelon Productions, Passion Pictures

Celcom rallied Malaysians together, one mask at a time as a call to arms for Malaysians to support one another during these trying times. Through their initiative, they invited Malaysians to create and submit face masks designs for pre-order online as a revenue stream for those who would need it most. Within 14 days, nearly a thousand submissions were received from the public, 4x higher than their target and raising over RM66K.

Food

Grab Malaysia: Grab Delivery Doodles (powered by Google)

Grab Malaysia, Google

Kids love to doodle, so what better way to keep them occupied while being stuck at home with no idea on what to eat? Grab Malaysia made mealtimes fun through their Delivery Doodle platform that allowed consumers to search for restaurants and support local SMBs using simple drawings of food, leading to over 70K incremental orders over a month. Over 200K unique users across SEA used the Delivery Doodles experience across 1M+ sessions.

Retail

McDonald's Malaysia: Fenomena Ayam Goreng VIRAL

Leo Burnett, OMD, Layer Lucida

Taking a cue from reverse psychology, McDonald’s Malaysia told fans not to search for their video “Jangan Search Ayam Goreng Viral” knowing full well that’s exactly what Malaysians would do — successfully creating renewed hype of up to 200% higher than their initial target at 12k searches within a day. Paired with the effective combined use of YouTube channels and Search, overall impressions for the brand was boosted by over 84K searches a day. Sales also increased by 15% on launch day versus the previous week, with McDelivery transactions boosted by 40%.