TBWA\Melbourne’s The Ocean is Filthy has won the 2021 YouTube Skippys.

TBWA\Melbourne edged out CHE Proximity, Thinkerbell and DDB Sydney to take out the top prize for the most memorable and compelling YouTube ad for Aussie start up Zero Co. 

Now in its fifth year, The Skippys competition allows creative agencies to experiment with new ways of keeping eyeballs on ads. This year’s brief was to create a Video Action ad up to 1 minute long for Zero Co. The winner was crowned based on YouTube’s metric of ad recall and clicks to Zero Co’s website. TBWA’s ad delivered an incredible 90% lift in ad recall, smashing the benchmark of 15%.

Jonathan Hiley, creative partner, Google Creative Works, commented, “Huge congratulations to TBWA Melbourne on their kinky win, a massive thank you to our agency partners for competing and an even bigger thank you to Zero Co for allowing us the freedom to experiment with very different ways of meeting their brief.  It goes to show that there are many ways to compel people to take action.”

Mike Smith, Founder of Zero Co, added, “It was a super fun process to work with both Google and four of the top agencies in Australia to develop four new creative concepts for YouTube. We loved seeing each agency’s approach to engage new audiences for Zero Co and educate consumers about our new zero-waste brand. It was a great program that enabled us to learn about a new channel that can help us continue to rapidly scale our start-up.”

View the work by CHE Proximity, Thinkerbell and DDB Sydney here: