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YouTube began accepting submissions Wednesday for the 2021 YouTube Works Awards, celebrating the most effective use of its platform in ad campaigns in the U.S.

The Google-owned video site said the 2020 winners used their campaigns to drive “impactful results, including hundreds of thousands of store visits, double digit subscriber growth and huge shifts in brand perception.”

Entries will be accepted through Feb. 5, and the winners will be revealed this spring.

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This year’s categories are:

  • Action Driver: Celebrating the campaign that best demonstrates how YouTube is used to drive customers to action in decision-making moments.
  • Big Screen, Big Results: Celebrating the campaign that most creatively used YouTube’s most immersive screen to reach new audiences and drive results.
  • Brands as Creators: Celebrating the campaign that best demonstrates brands behaving like creators, using YouTube formats that tap into consumer trends and growing communities.
  • Breaking Barriers: Celebrating the campaign that authentically represents diverse consumers.
  • Creative Innovation: Celebrating the campaign that best demonstrates brilliant creative execution on a digital platform that drives business results.
  • Grand Prix: Celebrating the campaign that best demonstrates the most effective, creative, innovative and data-driven work with demonstrable business results.
  • Media Innovation: Celebrating the campaign that best demonstrates brilliant media planning that drives business results.
  • Meeting the Moment: Celebrating the campaign that most effectively pivoted and responded to the events of 2020.
  • The Underdog: Celebrating the campaign that beat the odds to create big impact.

Data and insight consultancy Kantar will oversee methodology and judging, and the judges for 2020 include:

  • Raig Adolfo, chief strategy officer, 360i
  • Tina Allen, head of data science, BBDO New York
  • Carla Eboli, executive vice president, Energy BBDO and diversity, equity and inclusion lead, Omnicom
  • Adam Gerber, president of global media, Essence
  • Sheryl Goldstein, senior vp of member engagement and development, IAB
  • Colleen Leddy, chief media officer, Droga5
  • Helen Lin, chief digital officer, Publicis
  • Amanda Richman, CEO, Wavemaker
  • Michael Soleto, vp of digital content and experience strategy, Alma
  • Andres Ordonez, chief creative officer, FCB Chicago
  • Stacey Stewart, executive vp and managing partner, UM
  • Teneshia Warner, founder, CEO and CCO, Egami





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