It isn’t news that YouTube is up to quite a bit more these days than just playing host to cute kitty videos. Now the video host and original content creator has partnered with Cannes for the “Good Work” initiative, which challenges creatives to film an innovative ad for a non-profit organization of their choice. The maker of the best one gets a trip to the south of France to attend the film festival and a sit-down with the top dogs of the ad world. Check out the video after the jump…

While this is video is a nice bit of work on its own, it’s also a great call to the creative world to put their talents to good use and match them to non-profits in need. The top five will join advertising elites and non-profit heads at Cannes Lions International Festival of Creativity where they’ll have the opportunity to showcase their work. The benefits to all are obvious: The neediest non-profits get the most clever and effective marketing campaigns, while struggling creatives get the chance to sit down with industry leaders and show off their chops.

From producing their own original content to hosting creative summits such as this, YouTube is becoming a content engine in its own right. Not to mention a major contributor to the meritocratic future of advertising.

PHOTO CREDIT: Good Work /YouTube.com