YouTube Works Awards names best campaigns of 2022 in the Philippines

YouTube has announced the winners of the 2022 YouTube Works Awards in the Philippines, in celebration of ingenuity and impactful storytelling.

“This year’s YouTube Works journey showed us how brands took their storytelling a notch higher to engage with consumers as we move from the shadow of the pandemic,” said Gabby Roxas, Country Marketing Manager for Google, Philippines and South Asia Frontier Markets. “In addition, the return of YouTube Brandcast as an on-ground event after two long years feels great! We get to award each brand in-person and showcase YouTube Works as a celebration of what brands and agencies in the country can achieve with YouTube as their video platform.”

The awards ceremony was held on October 25, 2022, as part of the 2022 Brandcast in Bonifacio Global City, Taguig. This is the first on-ground Brandcast event in two years.

“I believe that brand campaigns can always make a difference beyond business results. This year’s YouTube Works winners strategically used the platform in crafting creative, effective, and meaningful campaigns that will inspire the next generation of brand storytelling on YouTube,” Golda Roldan, Chief Executive Officer, Wunderman Thompson Philippines, Chairman of 4A, and head of the 2022 YouTube Works Awards jury. 

Accenture’s #StoriesofAccenture Vertical Film Festival: Gravity won the Grand Prix, the highest recognition given to a campaign that is not only effective, but also creative, innovative, and data-driven—driving demonstrable business results. The same campaign also bagged the Force For Good award which honors campaigns that best demonstrate brand values and proven impact on social issues. 

Using an immersive rotating screen experience, the poignant video highlighted the character’s inner turmoil. The chaotic scenes simultaneously highlight the importance of having a workplace that provides a dynamic environment while providing emotional support to help its workers thrive and get through life’s challenges.

The Best Collaboration award, which celebrates the best strategic and creative collaboration between brands and YouTube Creators, was given to Orocan’s Ms. Hurt campaign. This features host and drag queen Paolo Ballesteros as the titular Ms. Hurt, bringing her audience to a vlog-style tour of her house and bags including the Orocan Ice Box.

Brands create campaigns that tell a story to their target audiences and the Best Storytelling award celebrates this. Union Bank of the Philippines’ Heaven is the winner of this category. Their campaign featured a commercial where a man named Dante enters the underworld of inadequate bank practices, and showcases all of Union Bank’s solutions, and creates a better banking experience for consumers. 

Jollibee’s Now Showing: Love for a Perfect Pair took home the Brand as Creator award–given to a campaign that best demonstrates brands behaving like creators and using YouTube formats that tap into consumer trends and growing communities. The 36-minute short film was a triumph for the beloved world-class Filipino fast-food chain and heralded the return of the popular Bea Alonzo and John Lloyd Cruz love team. Rounding up this year’s awards is Diskartech’s Carabao which won The Challenger award, which is given to small and medium-sized brands that were able to do more with less. The Carabao showed how easy it is to get loans from Diskartech by presenting it in a fantastical and humorous way via a person popping out of the backside of a carabao.

The Best Personalization award, which recognizes brands that find creative ways to make sure their messages are tailor-made for their audiences, remains unclaimed for two years in a row.

This year’s winners were determined by an esteemed jury composed of marketers, digital experts, directors, creatives, and content creators from all over the country: 

• Angie Tijam-Tohid, Executive Creative Director at Havas Ortega Group
• Dan Villegas, Director for TV and film
• Dave Drilon, Chief Digital Officer of total Publicis Groupe PH
• Digs Dimagiba, Chief Marketing Officer and Head of the Analytics, Brand, Communications & Marketing Technology (ABCMT) Group of Metrobank Philippines; President of the Internet & Mobile Marketing Association of the Philippines (IMMAP)
• Golda Roldan, Head of the 2022 YouTube Works Awards jury; Chief Executive Officer, Wunderman Thompson Philippines; Chairman, 4As
• Lyqa Maravilla, Educational Content Creator
• Marius Talampas, Commercial and film Director at Arcade Film Factory
• Mick Atienza, Treasurer, PANA; AVP of Consumer WiFi and Mobile, Smart Communications Inc.
• Neil Trinidad, VP & Head of Cryptocurrency, GCash
• Pamela Takai, Chief Marketing Officer, Nestle Philippines Inc.
• Ryan Reyes a.k.a Ninong Ry, Content Creator
• Sol Romero, Managing Partner, AOR Head of the Nestle account in Openmind
• Trixie Diyco, Executive Creative Director at Publicis JimenezBasic

Learn more about the winners of the 2022 YouTube Works here.