A team from Grey London was crowned the winner of YouTube and D&AD’s Film Hack challenge last night (12 April), sweeping both the judges’ and Google metrics’ boards with an irreverent spot.
Grey was placed against fellow agencies BBH, J. Walter Thompson and Ogilvy to devise a TrueView ad that would inspire more young people to enter the creative industries – one of D&AD’s key missions.
The winning entry was entitled ‘You already do it. Get paid to it’. In a colourful, quirky style, the spot explained to young people that if they ‘take dick pics’, ‘write witty notes’ or ‘film weird stuff’, they should click on a link to D&AD’s New Blood Hub to find out how to make a career out of their eccentric habits.
The annual Film Hack, which Grey also won back in 2014, has been devised by YouTube to show the marketing world how the platform can be used as an effective advertising tool.
This year saw a twist to the judging process. A panel, comprising The Drum’s Stephen Leptiak, D&AD president Andy Sandoz, founder of Great Guns Laura Gregory and Martin Stirling, director of Partizan Films, marked entries on their creative merit. In a first for Film Hack, the scores were added to a number of efficacy metrics monitored by Google – including viewers' recall of the D&AD brand and ad completion.
Other ads entered were J. Walter Thompson’s ‘The Creative Chipper’…
BBH’s ‘Start your creative career’…
And Oglivy’s ‘The world’s first thread sourced ad’…
Stephen Leptiak, editor of The Drum, said: "Understanding how to create highly engaging video content on YouTube is a vital ingredient in today's marketing landscape and the same is true when aiming to successfully advertise through the platform. Issuing a brief as part of this competition that centred around recruiting fresh and diverse talent into the creative advertising sector was a shrewd move and the resulting entries were all on point.
“Grey's winning entry is an excellent example of how to use YouTube and also one that D&AD should definitely push forward as a recruitment tool. Well done everyone involved.”
Ant Hill, head of creative agency partnerships at Google UK, added: “I think supporting diversity and people coming into the industry that wouldn’t necessarily get the chance to do so is massively important. For us it really embodies the values of Google and we’re really thrilled to help out in this important matter.”