By Suzanne Basra, Content & Internal Communications Manager at Ogilvy UK
Speaking at the Google Beach at Cannes Lions 2018 today, Ogilvy UK Chief Strategy Officer and YouTube Works For Brands judge, Kevin Chesters, revealed which YouTube campaigns nailed it this year and shared his tips for great storytelling on the platform.
Following his panel session, we caught up with Kevin to find out more...
Fantastic panel at Cannes Lions today! What do you think is the key campaign that nailed it on YouTube?
I think the Bodyform “Blood Normal” campaign takes some beating. A brilliant piece of work breaking category taboos. It literally would not exist without a medium like YouTube because mainstream media like TV couldn’t run it due to regulations. It generated a massive conversation and was socially relevant in spades. But importantly it was rooted in a strong customer insight to start with.
You called for brands to be brave and take risks when it comes creating work. Any tips for ways that brands can achieve this?
It’s all about trust.
Great work will always involve an element of risk, and you’ll never take a risk with someone you don’t like or don’t trust.
Get to know your clients, get to know their business, demonstrate that their brand matters to you. Create the atmosphere of mutual trust and mutual shared interest that will establish the conditions for brilliant work.
Agencies aren’t from Venus and clients aren’t from Mars - we’re actually from slightly different parts of Venus. We have so much more in common than what divides us.
How would you like to see brands using YouTube in future?
YouTube has developed hugely in the last few years. It is now really starting to deliver on its position as “more than just viewers”. There is an amazing array of creative and media tools there.
Dive in, and have a play. These awards showed me that brands that do, reap the dividend.