YouTube: Taboo-breaking Libresse ad wins Ad of the Year

YouTube Works—an awards platform for YouTube advertisements—honoured brands and agencies, as well as the biggest content creators of 2020 in Malaysia. Besides creator channel Les’ Copaque receiving the coveted Diamond Creator Award, the Libresse advertisement called ‘Know your V’ wins Ad of the Year.

The creators of the animated twins Upin & Ipin was not only honoured with having one of their tweets being “most retweeted and liked” in Malaysia, they also celebrated their milestone of 10 million subscribers back in June this year. This would make then Malaysia’s first (and currently, only) YouTube channel to receive the Diamond Creator Award. 

Along with that, 22 Gold Creator Awards were handed out in 2020. This means that there are now a total of 58 channels in Malaysia with more than 1 million subscribers. The new additions include Baby Shima, and Among Us animator AAC Dream.

But the biggest winner of the event was Libresse—the feminine hygiene products brand that won the Ad of the Year award for its entry “Know Your V”. It also won the award for Best Ad in Personal Care & Health. Created by Havas Immerse and Think Tank, the ad sought to break taboos of “getting to know your vagina” in a bold approach.

Here’s the full list of winners of the YouTube Works Awards 2020 in Malaysia:

Best Ad in Food & Beverage

MILO Malaysia – 70 TAHUN KEBAIKAN #MILO70Tahun
Agencies: Ogilvy Malaysia, Zenith Malaysia, Spring Creek, MILO Malaysia 

Best Ad in Personal Care & Health

Libresse – Know Your V
Agencies: Havas Immerse, Directors Think Tank

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Best Ad in Financial Services & Institutions

Hong Leong Bank – The Grown Ups’ Table
Agencies: Naga DDB Tribal, m/Six, Fastman Studios

Best Ad in Retail & Restaurants

Toppen Shopping Centre – #KitaDLL 2020
Agencies: Ensemble Worldwide, UM, Directors Think Tank, Two AM Music Studios

Best Ad in Technology

Grab Malaysia – CNY 2020: HUATever you want, Grab got!
Agencies: Fishermen Integrated, Grab Malaysia

Best Ad in Telecommunications

Maxis – My father’s RM1 grandfather stories
Agencies: OPTM (One Publicis Team Maxis), DanKhoo Production

Best Storytelling for Occasions

Tenaga Nasional Berhad (TNB) – CNY 2020 – #RealityNotVirtual
Agency: Reprise Digital

Best Collaboration: YouTube Creators & Brands

Toppen Shopping Centre – #JelesEk – Joe Flizzow ft Joyce Chu
Agencies: Ensemble Worldwide, UM, Reservoir World

Force for Good (COVID19 Edition) 

Celcom Axiata Berhad – MeReka Merdeka | Filem Pendek Hari Kebangsaan 2020 
Agencies: M&C Saatchi Malaysia, MindShare Malaysia, Watermelon Productions, Passion Pictures Sdn Bhd, Director Cheong HH

Best Creative Innovation

Grab Malaysia – Grab Delivery Doodles (powered by Google) 
Agencies: Grab Malaysia, Google

Best Media Innovation

McDonald’s Malaysia – Fenomena Ayam Goreng VIRAL #TakPastiJanganViral #AyamGorengViral 
Agencies: OMD, Leo Burnett, Layar Lucida, Amy Search, Nabila Huda

YouTube Malaysia Ad of the Year 2020

Libresse – Know Your V (overall winner)
Agencies: Havas Immerse, Directors Think Tank


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Dzamira Dzafri