Google Skippy's Awards x MONA: Feel Something?

How do you make a skippable ad unskippable? That’s the key question that drives Google’s annual competition, the Skippy Awards.

Four agencies were given the same client brief from Hobart’s notorious Museum of Old and New Art (MONA), and asked to create a TrueView YouTube ad up to 2 minutes long. Points were awarded based on view-through rate, average watch time and organic view count.

As part of Ogilvy Sydney’s representative team of creatives and strategists, I was thrilled to participate in all aspects of the competition, from initial brainstorming and concept creation to scriptwriting and production. Our final video “Feel Something?” explored the vast range of emotions and reactions evoked by art - especially when at a gallery as controversial as MONA. Even if you don’t like it - you’re going to feel something.

The competition saw amazing results with all entries beating the average view through rate benchmark by an average of 20%.