End Alienation Max's Fried Chicken
Aliens overtake Manila and learn something about family. Screengrab from “Every Kind of Family, Everyday to the Max”.

A digital video ad with an end-of-the-world scenario complete with aliens from outer space dominated the 2019 YouTube Ads Awards in the Philippines.

The message to “End Alienation”, crafted by Filipino restaurant brand Max’s Fried Chicken, was honored with multiple awards at the second edition of the awards which recognizes outstanding campaigns on YouTube video sharing platform.

Max’s Philippines’ “Every Kind of Family, Everyday to the Max” took home 4 major awards from the YouTube event held on September 25, 2019, in Makati City.

Max’s video won the following awards:

1. Ad of the Year
2. Crystal Award (Top Category Award) for Food and Beverage
3. Silver Award for Retail and Restaurants
4. Silver Award for Corporate Image and Public Sector

Max’s Philippines also received another Crystal for its “New Year is for Resolutions” video.

The YouTube campaign video captions the full 2:16 digital film: “When an alien invasion overtook the city of Manila, chaos and division ensued. This heartwarming and cinematic campaign puts a spotlight on honoring all kinds of love, amplifying the brand’s promise of ending alienation and redefining what it means to be a family.” The film uses the music of Filipino rap artist Francis Magalona’s Kaleidoscope.

The YouTube Ads Awards report describes the award-winning Max’s video:

“Utilizing unique symbolisms and a powerful soundtrack, the two-minute and 16-second digital film effectively conveys a heartfelt message about accepting differences and highlights the brand’s promise of being a place where every kind of family is celebrated, every day to the max.”

YouTube Ads Awards judge and Chief Creative Officer of McCann Worldgroup Joe Dy, praised the video, saying, “The award-winning video by Max’s Philippines sets a high standard for creativity, bravery, and brand storytelling on YouTube. From the work we’ve reviewed, it is the best example of digital work that can stand out not just in the local market but also on the global stage.”

Max’s Restaurant wins big at the YouTube Ads Awards Year 2 as Ad of the Year. In photo are Max’s Restaurant team and creative agency Petch Worldwide together with (third from right) McCann Worldgroup Chief Creative Officer and this year’s judge chair Joe Dy, Google Philippines Head of Marketing Gabby Roxas, and The Huddle Room Inc. Managing Partner Eugene Manalo. Credits to YouTube Ads Awards.

The YouTube Ads Awards judge panel sifted through over 360 entries across 17 categories from which 42 finalists were then recognized as Crystal, Silver (Second Prize), and Bronze (Third Prize) awardees. From all the winners, the jury awarded the Ad of the Year to the video which demonstrates the most creative and world-class brand storytelling.

“Over the years, we’ve seen a shift in the way advertisers tell brand stories and effectively engage audiences. In the Philippines today, it is exciting to see creativity and imagination at play in the industry, with more and more practitioners embracing unique storytelling and new executions as seen in tonight’s roster of awardees,” shared Gabby Roxas, Head of Marketing of Google Philippines in the report sent to Good News Pilipinas.

Joining Max’s in the list of digital videos given Crystal Awards at the YouTube Ad Awards are:

1. Bench with 2 Crystals for “How long can you keep a secret?”, a touching video on love and acceptance
2. BDO’s Kwentong Kabayan series
3. Levi’s Holiday
4. Robitussin’s “Non-stop ubo ngayong Pasko?”
5. Closeup’s #FreeToLove video series

YouTube Ads Awards also conferred eight Silver awards and 26 Bronze awards. Other big winners during the night were McDonald’s Philippines and Globe with three distinctions; and Philippine Airlines, San Miguel, and Vicks, with two awards each.

The popular video-sharing platform of YouTube has hosted inspiring many Filipino personalities such as Fil-Canadian Mikey Bustos, wealth management guru Chinkee Tan, celebrity chef Judy Ann Santos, and more recently Miss Universe Pia Wurtzbach.

WATCH the award-winning video here and SEND congratulations in the comments below to Max’s and the 2019 YouTube Ads Awards for creative storytelling in advertising!

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