Shinsei Financial's 'Lake' Card Loan Named Finalist in 'YouTube Works Awards Japan 2026' Best Multi Format Category

Shinsei Financial Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Tadashi Wachi) is pleased to announce that its card loan brand, 'Lake,' has been selected as a finalist in the 'Best Multi Format' category at the 'YouTube Works Awards Japan 2026,' hosted by Google.

The 'YouTube Works Awards' is an advertising award hosted by Google that recognizes video advertisements achieving high effectiveness on YouTube™. Originally launched in the UK in 2017 and now held worldwide, the awards are judged from various perspectives by a panel comprising top advertising creators, advertisers, and YouTube creators. The awards were first held in Japan in 2021, and the sixth annual event took place in May 2026, presenting eight category awards and a Grand Prix.

Shinsei Financial was selected for the 'Best Multi Format' category, which recognizes campaigns that utilize various user touchpoints and formats—such as YouTube (PC/Mobile), YouTube Shorts™, and YouTube Connected TV—to achieve outstanding results. In 2024, the company was also named a finalist in the 'Best Brand Lift' category for using YouTube ads to contribute to brand and product awareness, comparison, search volume, and brand favorability. This marks the company's second time as a finalist.

Overview of the Finalist Entry: - Title: Lake 'Radio Booth' Chapter - Release Date: March 27, 2025 (Thursday) - Advertiser: Shinsei Financial Co., Ltd. - Advertising Agency: Hakuhodo Inc. - About the Creative: To overcome the challenge in the consumer finance market where products and features often lack daily interest, the company explained the '365-day interest-free' feature—which can be perceived as complex by users—in a 'radio show format' leveraging the characters of the comedy duo Chidori. The strategy focused on a 90-second long-form video to convey product features clearly, while simultaneously deploying diverse formats such as short-form, vertical, and audio ads tailored to specific viewing environments. By engaging users across multiple touchpoints, the company aimed to improve brand recall and understanding of product benefits. - Story: The setting is a radio booth. Daigo, who loves Lake and boasts about knowing the location of every store, is stunned by the 'big news' that Lake is offering 365 days of zero interest for first-time users. He tries to go borrow money, only to realize the offer is exclusive to first-time customers. When it is revealed that only Nobu, who has never borrowed before, qualifies, the resulting hilarious dialogue between the two is the highlight of the ad.

About Shinsei Financial Co., Ltd. Company Name: Shinsei Financial Co., Ltd. Location: 3-12-8 Sotokanda, Chiyoda-ku, Tokyo Representative: Tadashi Wachi URL: https://shinseifinancial.co.jp/