YouTube Malaysia Ad Awards 2019

The annual YouTube Malaysia Ad Awards celebrated and honoured 2019’s most outstanding ad creatives on Malaysia’s most popular video platform and daily destination for entertainment, information and education.

Presented by YouTube Malaysia, the event honoured brands, agencies and creators whose creative work goes beyond marketing to capture the hearts and minds of viewers through excellence in execution and compelling, emotive storytelling.

“A huge part of our annual YouTube Festival Malaysia is the YouTube Ad Awards, where we celebrate some truly amazing work that have called the world’s most influential video and social platform home this past year,” said Marc Woo, Country Head for Google Malaysia. “Primetime is now personal thanks to YouTube and Malaysia’s favourite platform has always welcomed forward-thinking creatives that let brands ?and content creators flourish.”

The biggest winner of the night was Celcom – the nation’s leading telco provider brought home the ‘Ad of the Year’ award for its entry ‘Cucu-cucu Tok Ucu: Filem Pendek Hari Raya’ which also won the award for Best Ad in Telecommunications. The 2019 Hari Raya short, set against a charming ‘kampung’ backdrop, captured an unusually tech savvy ‘nenek’ longing to connect with her grandsons for Raya by getting them to source her ingredients for her ‘Sambal Goreng Pengantin’. It’s familiar seasonal settings and humorous contrasts of personalities kept judges and viewers fully engaged throughout and wondering about the outcome.

In addition to Celcom, 14 other brands were honoured at the awards ceremony. Under the YouTube Creative / Format Awards category, Pantene’s Braids of Strength’ ft Farah Ann #WanitaBesi earned the Ad for Good award, Warung by Alicafe & Alitea’s Alicafé dan Alitéa Warung Macam Dolu-dolu walked away with the Best Breakthrough Advertiser award, F&N Dairies’ Nikmati kepuasan Teh Tarik Ori F&N! scored the Best 6-second Storytelling award and McDonald’s Malaysia’s 100% Heroic was named the Best Collaboration: Brands & YouTube Creators. Apart from that, CIMB won the Best Long Form Video award, AirAsia flew home with the Best Multi-Video Campaign award, Tenaga Nasional Berhad came up on top with the Best Storytelling for Occasions award and Clinique Malaysia won the Best YouTube for Performance Campaign award.

Under Industry Awards category, Plus Malaysia’s ‘Tumpang – Aidilfitri 2019 #IkhlasDaripadaPLUS’ took home the award for Best Ad in Auto & Travels, Maybank’s ‘#WAHkandar with Maybank QRPay & MAE’ won the Best Ad in Financial Services & Institutions award, Nestlé Breakfast Cereals Malaysia’s ‘The All New Nestlé Koko Krunch Bar’ took home the Best Ad in Food & Beverage award and Maybelline’s #FitMeAsIAm with Maybelline Fit Me! won the Best Ad in Personal Care & Health award. Additionally, Grab walked away with the Best Ad in Technology award, while KFC did the same with the Best Ad in Retail & Restaurants.

In addition, seven YouTube creators and channels – Alieff Irfan, Alyssa Dezek, Cody Hong, JinnyBoy TV, JO Channel, KiniTV, and Les Copaque Productions – were also honoured at the awards show with the YouTube Gold Creator Award in recognition of their subscriber base climbing past the 1 million mark.

Here is the full list of finalists and winners of YouTube Malaysia Ad Awards 2019:

YouTube Creative / Format Awards

Ad for Good

1. Pantene – Braids of Strength’ ft Farah Ann #WanitaBesi (category winner – Grey, MediaCom)
2. Pantene – Braids of Strength’ ft Nur Suryani #WanitaBesi
3. RHB Group – Deepavali 2019 : Strength to Rise

Best Breakthrough Advertiser

1. Warung by Alicafe & Alitea – Alicafé dan Alitéa Warung Macam Dolu-dolu (category winner – Havas Immerse, Singnan Communications)
2. AptaGro – 5 Pillars of Resilience: Self-Reliance
3. Jacob’s – Original Malaysians | Celebrate #TheOriginals

Best 6-second Storytelling

1. F&N Dairies – Nikmati kepuasan Teh Tarik Ori F&N! (category winner – Mullen Lowe, Universal McCann)
2. MILO Malaysia – MILO ICE – Dapatkannya hari ini!
3. Nestle Maggi – Pedas Giler – MAGGI® Pedas Giler 2X

Best Collaboration: Brands & YouTube Creators

1. McDonald’s Malaysia – 100% Heroic (category winner – Leo Burnett Malaysia, OMD, JinnyBoy TV)
2. Grab – The Sign Language Dictionary: Common Phrases
3. McDonald’s Malaysia – “McDelivery – Working from home”

Best Long Form Video (>2 minutes)

1. CIMB – You-Sang, We-Sang | CIMB CNY 2019 (category winner – Ogilvy Malaysia, IPG Mediabrands, Reprise Malaysia)
2. Celcom – Cucu-cucu Tok Ucu: Filem Pendek Hari Raya
3. Petronas – #PETRONAS CNY Greetings 2019 – HEART

Best Multi-Video Campaign 

1. AirAsia – #PlayYourWay: Click To Choose Your Bali & Lombok Adventure! (category winner – AirAsia In-House Branding & Marketing Team, The Userguide)
2. KFC – KFC Bucket Bersama
3. McDonald’s – 100% Swag

Best Storytelling for Occasions

1. Tenaga Nasional Berhad – TNB Raya 2019 – Konvoi Epik Fantastik (category winner – Reprise Digital)
2. Malaysia Airlines – CNY 2019 | The Spirit of Hospitality
3. Petronas – “National and Malaysia Day 2019 – UNI”

Best YouTube for Performance Campaign

1. Clinique Malaysia – “Customize your hydrator | NEW #CliniqueiD | Clinique” (category winner – Consider iProspect, Lemonade)
2. Celcom – “GUNA CELCOM™ untuk video lebih awesome di mana jua™!” 
3. Mudah.my – “Cari BFF comel baru anda di Mudah.my”

Industry Awards

Best Ad in Auto & Travel 

1. Plus Malaysia – Tumpang – Aidilfitri 2019 #IkhlasDaripadaPLUS (category winner – MediaCom, Reservoir World)
2. AirAsia – #PlayYourWay: Click To Choose Your Bali & Lombok Adventure!
3. AirAsia – National Day and Malaysia Day 2019 | Hidup Bersama

Best Ad in Financial Services & Institutions 

1. Maybank – #WAHkandar with Maybank QRPay & MAE (category winner – Yusof Hashim “Ucop”, IPG Initiative)
2. CIMB – You-Sang, We-Sang
3. RHB Group – Merdeka 2019: Ketepikan Perbezaan Warna

Best Ad in Food & Beverage 

1. Nestlé Breakfast Cereals Malaysia – The All New Nestlé Koko Krunch Bar (category winner – Zenith Media, Spring Creek, JinnyBoy TV)
2. Dutch Lady – Edisi Ramadan | Cabaran Puasa Moden
3. Nestlé Maggi – Pedas Giler – MAGGI® Pedas Giler 2X

Best Ad in Personal Care & Health

1. Maybelline – #FitMeAsIAm with Maybelline Fit Me! (category winner – IPG Mediabrands, Wavemaker, Yipieyaya Studio)
2. Aiken Tea Tree Oil – Aiken Facial Cleanser TVC
3. Darlie – Alami Darlie Charcoal Spiral yang Menakjubkan

Best Ad in Retail & Restaurants

1. KFC – CNY 2019: 300ft of Separation (category winner – Naga DDB Tribal, Universal McCann, Reprise)
2. McDonald’s – NEW Portuguese Chicken Burger
3. Petronas – Deepavali 2019: Thanggam

Best Ad in Technology

1. Grab – The Sign Language Dictionary: Common Phrases (category winner – The Ming Thing, Benjamin Foo, Nadiah Nazri, Amanda Choo)
2. Grab – Iklan Hari Malaysia 2019: Grab #MakanMakanMalaysia
3. Samsung – #iChanged: Samsung DeX

Best Ad in Telecommunications

1. Celcom – Cucu-cucu Tok Ucu: Filem Pendek Hari Raya (category winner – M&C Saatchi Kuala Lumpur, MediaCom Malaysia)
2. U Mobile – ???????-??????? | U Mobile ?‍???? ??????? | UNLIMITED FUNZ
3. Yoodo – I Love Yoodo #iloveyoodo

Ad of the Year

Celcom – Cucu-cucu Tok Ucu: Filem Pendek Hari Raya (overall winner – M&C Saatchi Kuala Lumpur, MediaCom Malaysia)

Ads Awards judging panel (in alphabetical order):

1. Annemarieke De Haan, Managing Director, Unilever Malaysia & Singapore
2. Tai Kam Leong, Head of Brand & Partnerships, Maxis
3. Vivy Yusof, Co-Founder, dUCK Group and YouTube Creator
4. Tan Kien Eng, Group CEO, Publicis One Malaysia
5. Karen Chan, CCO, AirAsia Group
6. Alieff Irfan, YouTube Creator with 1M+ subscribers
7. Eileen Ooi, Managing Director, PHD
8. Alvin Teoh, Executive Creative Director, Naga DDB
9. Rajay Singh, Director, Directors Think Tank