Three Philippine brands were recognized in the 2025 YouTube Works Awards for their effective campaign ads that infused creativity and fostered a connection with the Filipino viewers.
Finance services app GCash Philippines, ride-hailing giant Grab Philippines, and powdered milk line Nido 3+ bagged awards in the local and Southeast Asia categories.
With their “GSafeTayo: Entertainingly Serious” campaign, GCash Philippines became the first-ever brand from the country to win at the Southeast Asia stage in the YouTube Works Awards after bagging the “Master of Media” award.
The recognition was given to brands that displayed a “masterful AI-integrated media strategies that drive exceptional results” in their campaign.
The finance services app also reaped the same award in the regional stage, dominating against other finalists, including McDonald’s Philippines, Nido 3+, Rogin-E, and UFC Soup.
Meanwhile, Grab Philippines received the “Best of Philippines” and the “Multiformat Storytelling” awards with their campaign ad “Summer.”
The “Best of Philippines” was conferred to the brand that showed the “best overall local YouTube campaign of the period.”
Nido 3+ was recognized as first-runner up of the award, while GCash Philippines was hailed as second-runner up.
For the “Multiformat Storytelling” award, brands competed for “impactful storytelling across formats, durations, and devices.”
Nido 3+ received the “Best of Festive” award with their “Love Is Not a Word, It’s an Act” after it showed “the most effective campaigns for festive moments.”
Apart from Grab Philippines, McDonald’s, and Nido 3+, the award finalists included Ginebra San Miguel, Netflix, and Pedigree.
However, no brand was awarded “The Big Bang,” which celebrated the most effective launch campaign, and “Brand and Creators,” which showcases the most impactful brand partnerships with YouTube creators.
Jury members who announced the results for the two awards said no brand met the board’s standard.
Marking another milestone, the YouTube Works Award also recognized the industry’s best ad agencies of the year for the first time.
Openmind was hailed as the “Media Agency of the Year,” while GIGIL secured the “Creative Agency of the Year.”
The “Specialty Agency of the Year” was awarded to Nerve.
According to YouTube, over 800 entries from various local brands were submitted in the competition. The regional winners also represented the country in the Southeast Asian stage.
For the Southeast Asian level, Thailand and Indonesia both dominated the stage after bagging three awards each.
Thailand brands and agency secured the “Grand Prix,” the overall championship in the awards, “Best of Festive,” and “Creative Agency of the Year.”
“The Big Bang,” “Brands and Creators,” and “Media Agency of the Year” were given to Indonesian brands and agency.
An ad agency from Vietnam was hailed as “Specialty Agency of the Year.”
The 2025 YouTube Works Awards recognized the “best of the best” in the video-based marketing field.
The awarding event was held on October 7 at Marquis Events Place in Bonifacio Global City, Taguig.
