Here Are the Winners of the 2020 YouTube Works Awards – nitronet

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YouTube revealed the winners of its 2020 YouTube Works awards during its Brandcast Delivered event Thursday.

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The YouTube Works awards honor the most effective U.S. ad campaigns on the Google-owned video site, and data and insight consultancy Kantar oversees methodology and judging.

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The 2020 winners are:

  • Grand Prix and Creative Innovation: Beat Machine, Bacardi, BBDO New York
  • Media Innovation: Samsung Galaxy Note10: The Next-Level Hijack, Samsung, R/GA, Starcom, Digitas
  • Force for Good: Gillette: We Believe, Procter & Gamble, Grey New York
  • Ingenious Insight: Hulu Sellouts, Hulu, Big Family Table
  • Brands as Creators: Apple Experiments, Apple, TBWAMedia Arts Lab, OMD
  • Action Driver: Back to School Essentials, Sandy Hook Promise, BBDO New York
  • The David: Giving Songs, Giving Tuesday Puerto Rico, De La Cruz & Asociados

Kantar shared the following learnings from this year’s winners:

  • Custom content works: 74% of finalists created custom content for YouTube’s platform.
  • Insights are key: 53% of finalists showcased strong existing insights to inform development of their campaigns.
  • Variety of YouTube ad products can support storytelling: 84% of finalists used multiple features and/or features that are unique to YouTube, while 47% used the platform for broad strategic storytelling. Emotion was a hallmark in 83% of finalists.
  • YouTube creates conversations at scale: 58% of finalists and six of the seven winners used YouTube’s reach to find vast audiences.
  • Exploring new territories and changing the strategy should be a part of successful campaigns: 53% of finalists used the platform for a change in strategy.

This year’s judges were:

  • Raig Adolfo, chief strategy officer, 360i
  • Steve Carbone, chief digital and investment officer, MediaCom
  • Christine Chen, partner and head of communications strategy, Goodby Silverstein & Partners
  • Renato Fernandez, chief creative officer, TBWAChiatDay Los Angeles
  • Connie Frazier, chief operating officer, American Advertising Foundation
  • Sheryl Goldstein, senior vice president, member engagement and development, IAB
  • Chris Joakim, executive creative director, R/GA
  • Helen Lin, chief digital officer, Publicis
  • Mary Ann Packo, CEO, Western region, Kantar
  • Amanda Richman, U.S. CEO, Wavemaker
  • Jeff Stamp, CCO, Grey
  • Stacey Stewart, executive vp and managing partner, UM

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