Four of Australia’s top creative agencies will be competing with one another to create the most memorable ad possible on YouTube.
YouTube’s Skippys, now in its fifth year, judge the effectiveness of ads based on ad recall and click throughs.
This year, Google’s Creative Works team have partnered with Aussie start-up Zero Co, who will provide each agency with the same brief and will look to compel users to stop using single-use plastics.
Google Creative Works creative partner Jonathan Hiley said: “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 founder Mike Smith said: “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 currently live and will run throughout September, with a winner to be announced next month.
Ogilvy was the most recent winner of the Skippys for its work with Bumble last year.
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