Hostelworld and Lucky Generals win big in 2018 awards

By Suzanne Bidlake

Twelve campaigns have been chosen as stellar examples of brand-building, culture-changing or business-boosting online video ads and are YouTube Works for Brands winners for 2018.

Hostelworld and its agency Lucky Generals have been crowned Grand Prix winners for “Clickbait Charlie - A Shockingly Effective YouTube Campaign”. An additional winning entry from Hostelworld and Lucky Generals - “Speak the World - Proving That Humour Can Travel” - contributed to Hostelworld also being named Best UK Breakthrough Advertiser.

The results were announced at a celebration at Soho’s The Vinyl Factory on June 7 (pictured above) and you can find them all below.

YouTube Works for Brands awards were created with the APG last year to champion innovation and effectiveness in online video advertising; Campaign became media partner for 2018. Entries rose by 30% this year.

Following the APG awards convention, there are no set categories and special prizes are awarded at the judges’ discretion. Entries were judged equally on three criteria – how well is the story told, how big was the effect, relative to what could be expected within the category and the budget of the campaign, and how much did YouTube add to the effectiveness or efficiency of the campaign.

Alison Hoad, chief strategy officer at BBH and the 2018 chair of judges, said: “Far beyond online views, time and again these cases revealed how effective YouTube can be for brand, business and culture. It’s a platform that truly gives brands the opportunity to have a voice, where elsewhere they may be drowned out. It’s a platform that allows for experimentation but where consistency pays huge commercial returns too.”
(Photos: Chris Morgan)

GRAND PRIX WINNER: HOSTELWORLD/LUCKY GENERALS

“Clickbait Charlie - A Shockingly Effective YouTube Campaign”


The online hostel booking platform’s entry leveraged the strength of YouTube as the natural home of comedy and the irreverent nature of the Hostelworld brand to lift the top prize. The creative played to the YouTube riff of attention-grabbing native storytelling. It raised a laugh and - importantly - hostel bookings, which increased by 21%.

GRAND PRIX WINNER: HOSTELWORLD/LUCKY GENERALS

Reveal the winners, judges' views and insights in the squares below

Watch the winning ads, delve into the winners' strategies and hear them talk on film about the road to their YouTube success


We’ve pulled together everything you need to know about the awards and made it easily accessible here. From the forewords from our chair of judges and partners to some juicy insight into making the most of YouTube - and all the shining examples of winning success in between.

Dive right in.

A word or several from our chair of judges and partners

07 06 2018

What the judges said

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Grand Prix winner

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The 2018 winners

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The 2018 winners

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The 2018 winners

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The 2018 winners

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The 2018 winners

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The 2018 winners

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The 2018 winners

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The 2018 winners

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The 2018 winners

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The 2018 winners

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The 2018 winners

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Insight from YouTube

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