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3rd Annual Shorty Social Good Awards Categories


See below for official categories. The early entry deadline is June 20th, 2018.

From the 10th Annual Shorty Awards

Adidas NMD Campaign

Finalist in Instagram, Instagram Story

About this entry

The Adidas NMD footwear line was designed for the "Urban Nomad"—on-the-go creators who spend most of their time creating and sharing inspiration on social media. For the FW17 drop, Adidas wanted to connect the NMD with analog photography and use the film development process as a metaphor for the creative process.

How could we connect this transient, future-obsessed audience to a campaign inspired by the past? By using one to empower the other, we created the first-ever integrated Adidas campaign designed entirely for Instagram.

Why does this entry deserve to win?

Forever Developing is an integrated campaign taking place exclusively on Instagram. Released on the Adidas Originals Instagram Story, a docu-style content series explored the creative toolkits of two film photographers—centered around a pair of NMDs.

We broke the series into chapters and shot the scenes vertically to optimize each video for mobile viewing. A simple swipe up lead users to interactive editorials that dove deeper into the creative tools and wove ecommerce naturally into the narrative.

A custom 360-degree Google Street View experience at the end of each narrative turned our viewers into virtual street photographers. Here, viewers could pan the scene, take a unique photo and upload to Instagram for a chance to win our photographers' collections. To drive repeat visits and increase social sharing, the scenes changed dynamically depending on the time of day.

The campaign was bookended with physical installations of the world's oldest camera—the Camera Obscura. Visitors moved from behind the lens to inside of it—driving traffic to the digital experience through Instagram content created at the event.

Results

Content shared by Adidas and their consumers created a web of awareness for the upcoming launch of the NMD—with relevance nationwide. By crafting a campaign that never left Instagram, we increased awareness for the NMD launch and drove engagement with Adidas' core audience, resulting in over 10MM earned impressions in the first 48 hours.

Media

Video for Adidas NMD Campaign

Produced by

Firstborn, Adidas Originals

Links

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, Twitch, Musical.ly, and the rest of the social web.

The early entry deadline for the shorty social good awards is june 20th, 2018