MANILA, PHILIPPINES – The creative firepower of Publicis Groupe Philippines (PGP) was in full display at the inaugural YouTube Works Awards with two of its creative agencies topping their categories. Leo Burnett Manila, collaborating with Publicis production agency Prodigious, ruled the Force For Good category with its “A Frontliner’s Sacrifice” film for P&G – an emotional tribute to healthcare workers at the height of last year’s strict lockdowns. Publicis JimenezBasic, on the other hand, led the Best Collaboration category with the “Pinakahihintay NaThin” campaign for Lucky Me. The agency partnered with social media sensation Mimiyuuuh to deliver product innovation news with homespun humor.
Force For Good: “A Frontliner’s Sacrifice” for P&G by Leo Burnett Manila, Publicis production agency Prodigious
Best Collaboration: “Pinakahihintay NaThin” for Lucky Me by Publicis JimenezBasic
YouTube Works honors 2020’s most compelling and effective campaigns as chosen by a jury of leading creatives, marketers and media experts. On the P&G film, YouTube reports, “The touching campaign from the consumer goods brand exceeded expectations in organic views in the first three days. Close to 100 celebrities also voluntarily shared the film with followers, increasing P&G’s Corporate’s share of voice.” And on the Lucky Me campaign, “Lucky Me saw a lift in purchase intent and brand favorability, achieving a view through rate that was 18% higher than campaigns without creator collaborations …”
Aside from winning the two categories, Publicis Groupe Philippines also accounted for a record number of finalists in the competition. Publicis JimenezBasic racked up six for its clients Unilab, Lazada, Jollibee, and Monde Nissin. Leo Burnett Manila added four for P&G and McDonald’s while PGP’s Digitas added another for Wyeth.