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YouTube Launches Global Cannes Lions Leaderboard: Orange at #3!

Egypt makes the headlines again as local telecom Orange gets announced as the 3rd most “popular global video ad” by YouTube on their new special Cannes Lions Ads Leaderboard for 2019.

With the world’s biggest creative festival on the horizon, video platform YouTube has announced they are launching a special edition Cannes Lions YouTube Ads Leaderboard celebrating the most popular global video ads since last year’s festival.

The global leaderboard will provide an international look at some of the most viewed and successful ads of the year since last summer. Marketers with a keen eye will be able to notice the important elements that connect the ads together, giving insight for new campaigns.

Roya Zeitoune, YouTube Culture & Trends Lead for EMEA, stated that “the Ads Leaderboard winners tap into the things that make for successful ads. Some evoke an emotional response (LG, Nike), others use humor (Amazon, Orange, Apple, Turkish Airlines, Bosch), or celebrities (Shopee, Nike, Samsung, Coca-Cola, Amazon), or a combination of those three elements. These brands tapped into some of the most effective ingredients for ads.”

Global Cannes Lions Ads Leaderboard 2019

Google sent us an exclusive look at the leaderboard.

#1 Coca Cola Brazil

Media Agency: JWT & Kolab/McCann

Creative Agency: JWT

#2 Amazon

Media Agency: Rufus

Creative agency: Lucky Generals and Amazon Internal Creative Team

#3 Orange Go

Creative agency: Leo Burnett Cairo

Media agency: UM 7 Cairo

Related > Ali Rabee goes crazy for Orange’s new GO package

#4 LG Vietnam

Media Agency: VietBuzzAd (VBA)

Creative agency: VietBuzzAd (VBA) and HSAd Vietnam

#5 Apple

Media Agency: OMD

Creative agency: TBWA\MAL

#6 Shopee

Media Agency: In-house

Creative agency: In-house

#7 Turkish Airlines

Media Agency: People Initiative

Creative agency: Warner Bros

#8 Nike

Media Agency: SapientRazorfish

Creative agency: Wieden & Kennedy

#9 Bosch

Media Agency: OMD

Creative agency: Jung von Matt/Alster

#10 Samsung

Media Agency: Starcom

Orange Egypt is Ranked #3 [Insights]

In an exclusive comment, Maha Nagui, Chief Communication Officer for Orange stated “I’m so happy that Orange Egypt campaign won 3rd place globally, GO campaign is one of my favorites as it’s built around a strong customer insight where people nowadays can’t live without the internet. The campaign is a humorous one with a catchy jingle that keeps ringing in your head.”

The leaderboard represents 388M minutes of global watch time and 276M views, and shows how the international marketing and advertising scene is rising against the usual headliners. The top three spots belong to ads from Brazil, Egypt and the US, with Vietnam and India following, showing that successful ads are gaining views from all across the globe.

We can see a lot of celebrities, and influencers for Samsung, pop up in the leaderboard and it’s easy to notice that most of the ads are based on humor and comedy. Tech companies also make up 6/10 of the list, showcasing just how much impact technology has on our lives and their continued dominance on the advertising scene.

The ads on the leaderboard also demonstrate a trend that consumers are now leaning towards more long-form content, with winning ads averaging just over 90secs long. Orange’s ad is coupled with a fun musical element, adding to its long-lasting popularity, but the leaderboard does show that brands need to start becoming more deliberate on unfolding storylines or building videos that stay interesting after the initial 5 to 10secs.

What was your favorite ad?

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