YouTube and the Cannes Lions International Advertising Festival have declared Adeline Chew from Malaysia and Guy Dayan from Israel as winners of the viral ad competition to promote Oxfam's climate change campaign. The duo will now form the 'Team YouTube' and will get an all expense paid trip to Cannes to attend the International Advertising Festival in the south of France.
Anna Bateson, head of marketing for YouTube in EMEA, said, "Around 700 young creatives from across the world used YouTube as a way to create innovative and powerful ads for Oxfam's climate change campaign and then made it go viral. We are now sending a unique YouTube team to the Young Lions Film Competition where they will be competing with the finest young creative minds."
Said Rory Sutherland, vice-chairman, Ogilvy Group UK and one of the contest judges, "It is chastening to all of us to see that good ideas and excellent executions can be created in 48 hours."
On 15 May, 2009 Oxfam was unveiled as the competition's charity partner and unveiled a brief for young creatives across the world to create a short ad of up to one minute on YouTube to promote their climate change campaign.
Creatives were given 48 hours to submit their ad and then had a further two weeks to make their YouTube ad go viral by any means necessary. The competition received 692 entries and over 100,000 votes in two weeks.
Chew and Dayan were chosen winners based on the creativity of their commercials, number of views and video ratings.
Watch Adelaide's video 'Listen, don't watch' here:
Watch Guy's video 'The YouTube climate thermometer' here: