In a region where digital storytelling continues to shape how people connect, Google has officially announced the return of the YouTube Works Awards Southeast Asia (SEA) for 2026, this time in collaboration with Deloitte. The annual celebration shines a spotlight on the most impactful and creative advertising campaigns on YouTube, campaigns that not only entertain but also drive real business results and contribute to Southeast Asia’s growing digital economy.
More than just an awards show, YouTube Works has become a reflection of how brands today connect with audiences in more meaningful, authentic ways. From viral videos to purpose-driven storytelling, the platform continues to be a playground for creativity that resonates with everyday viewers.
This year’s edition brings back a strong lineup of categories that highlight excellence across the board. These include The Big Bang for standout launch campaigns, Multiformat Storytelling for seamless narratives across Shorts, long-form, and Connected TV, and Brands & Creators, which celebrates impactful collaborations between brands and content creators. Other categories such as Masters of Media, Best of Festive, and Best of Market continue to recognize campaigns that deliver measurable results, while Agency of the Year honors the teams behind these successes. At the top is the Grand Prix, awarded to the most outstanding YouTube campaign in Southeast Asia.
Filipino creativity continues to make its mark on the regional stage. Last year, GCash proudly represented the Philippines as the only local entry to reach the Southeast Asia level with its #GSafeTayo campaign, proof that homegrown ideas can resonate beyond borders.
A key highlight for 2026 is the introduction of a brand-new category: Best Use of AI for Creative. As artificial intelligence becomes part of everyday life, this category celebrates campaigns that successfully blend human creativity with AI-powered innovation. Whether it’s creating hyper-personalized content, unlocking new forms of storytelling, or engaging audiences in unexpected ways, the focus remains on how technology enhances, not replaces human ideas.
According to Prep Palacios, AI is now a collaborative partner in the creative process. The new category underscores the importance of transparency and highlights how brands can use technology to amplify their vision while staying rooted in authentic storytelling.
To ensure credibility and rigor, Deloitte will oversee the judging process, with winners selected by a panel of respected marketing, media, and creative leaders from across Southeast Asia.
Brands and agencies across the region are invited to submit their entries via the official portal, with the deadline set for April 30, 2026. Eligible campaigns must have run between March 1, 2025, and April 30, 2026.
As the digital landscape continues to evolve, the YouTube Works Awards remains a powerful reminder that the most effective campaigns are not just seen, they’re felt.
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