BMF has been crowned the winner of Google’s creative competition, The YouTube Skippy’s, beating 72andSunny, Ogilvy and CHE Proximity for this year’s title.
The Skippy’s, now in its third year, is a competition that challenges creative agencies to take to YouTube and make two-minute video ads that people won’t want to skip.
Google’s creative development team partnered with Mona, Hobart’s Museum of Old and New Art, to provide the brief for this year’s ads.
The winner is based purely on the view-through rate, average watch-time and organic view count of each video.
This year's competition yielded results that saw all entries beating the average view through rate benchmark by an average of 20%, with BMF coming out on top with its ad ‘Flip Yeah’.
Being shot with an intentional low-budget feel and featuring outdated special effects, ‘Flip Yeah’ is a humorous advertisement for a mock fish and chip shop named ‘Flippers’.
To further support the creative industry, Google has launched a new platform that facilitates creativity by offering practical materials and tools designed to enhance the potential of creative makers and digital ads.
This includes “cut-out-and-keep” downloadable materials for creating briefs, the “pitch partner” mock-up tool which enables creators to showcase their ads to clients and colleagues, and the “Inspiration Hub”, a collection of work showcasing the best use of Google’s creative canvas.
There is also face-to-face training offered by the Create with Google team to further implement these tools.
Recognising roughly 70% of campaign ROI comes down to having great creative, head of create with Google, Ross Jauncey, wants to champion and challenge creative makers to continuously experiment and do better.
“We want to showcase what is available, so the creative community can show us what is possible”, he says.
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