Google’s Creative Works team has partnered with Aussie personal care and home products start up, Zero Co, for this year’s Skippys, its fifth. In this year’s YouTube competition, four creative agencies – CHE Proximity, DDB Sydney, TBWA Melbourne and Thinkerbell Melbourne – battle it out to make the most memorable and compelling ad to be crowned the winner.
Each agency was given the same client brief from Zero Co and asked to create a Video Action ad of up to one minute. Video Action ads on YouTube are accompanied by a blue button and are optimised to find audiences who are more likely to click. The ads, ask audiences to quit using single-use plastic and will run on YouTube with an equally weighted media plan and the winner will be crowned based on YouTube’s metric of ad recall and clicks to Zero Co’s website.
Jonathan Hiley, creative partner, Google Creative Works, stated “Machines will increasingly decide who sees what, but it will always be the job of great agencies to create attention-grabbing, distinctive and entertaining work that drives audiences to act. Our four agencies have done just that.”
Mike Smith, founder, Zero Co, added, “We’re really excited to be partnering with the Google team and these agencies to create unskippable ads that will help us untrash the planet. Our mission is to solve the global single-use plastic problem and the Skippys have given us the opportunity to achieve that by working alongside some of the best creative minds in Australia.”
The ads are now live and will run throughout September with the winner being announced in early October.
The commercials are:
TBWA Melbourne:
CHE Proximity:
Thinkerbell:
DDB Sydney:
