GIGIL Philippines, known for creating advertisement campaigns that go viral on the internet, emerged as the top winner in the recently concluded YouTube Works Awards, sweeping the Grand Prix honor for two consecutive years.
YouTube’s esteemed panel of judges was unanimous in concluding that GIGIL’s Accenture “Gravity’” bested all 12 entries vying for this year’s grand prix. The same campaign also was feted with the Force For Good award which honors campaigns that best demonstrate brand values and proven impact on social issues.
The win solidifies the agency's leadership and shows that the enormous success of the RC Cola "Family" campaign during the first-ever YouTube Awards last year was fairly won.
This year, GIGIL's participation sought to increase awareness of the value of paying attention to those who are experiencing mental health problems, particularly in times of disaster or challenging circumstances.
Mental health wellness has been a growing global concern over the last few years with hundreds of millions of people suffering from it. Experts project that a staggering one in four people will be affected at one point in their life. The rates are almost twice as high for young adults, compared to other age groups.
Prolonged social isolation, distancing, and quarantines have all contributed to its current widespread prevalence. Most families are unaware of their relatives' mental illness because these patients are unwilling or uncomfortable seeking help or sharing their stories, which leads to intervention.
This menace could have been prevented if an intervention was offered immediately, to help curb it.
This also inspired GIGIL to recreate and share the untold narratives of those going through mental health issues or those finding ways to cope with stress at home, at work or somewhere in between.
The campaign is in partnership with Accenture, one of the country’s leading BPO companies which prides itself with a round-the-clock employee assistance program that is available to all the staff anytime they need intervention.
The Accenture “Gravity” video earmarks the torment and travails of someone going through mental health issues.
Using an immersive rotating screen experience, the video climaxes the character’s inner strife condensed in a dizzying spell. As the scene comes to a close, it also emphasizes the importance of having a workplace that provides a dynamic environment and support for its workers to thrive and get through life’s challenges.
GIGIL is recognized for creating stories that defy the mundane and old approach.
It sets the bar high this year, inspiring other brands to aim higher. Its entry last year, RC Cola “Family” won both The David–which honors the campaign that created a Goliathsized impact for a David-sized brand–and the Grand Prix–which awards the brand that demonstrated excellence throughout the entire process of creating the campaign.
The video earned more than 20 million views on social media but more importantly a whopping 67% increase in RC Cola Mega sales.
This year’s winners were determined by an esteemed jury composed of marketers, digital experts, directors, creatives, and content creators from all over the country.
GIGIL’s Managing Partner, Jake Yrastorza along with the whole team expressed gratitude for the support and trust accorded to them not only by the YouTube jury but by their clients and the public in general.
YouTube has redefined how brands communicate with consumers. YouTube has seen how incredible digital content can drive equally powerful results. The global YouTube Works Awards— in partnership with Kantar—celebrate and champion the brilliant minds producing the most innovative and effective campaigns on YouTube.
After a successful launch in 2021, it has been vigilant in finding worthy, effective, and creative ads that resonate with audiences from all walks of life and social standing.
GIGIL Philippines also bagged the YouTube Works Best Collaboration Award for Orocan for the film entitled “Ms. Hurt,” the Challenger Award for Diskartech for the video entitled “The Carabao.”