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10th Annual Shorty Awards Categories

Entries for the Shorty Awards are open now! Official categories listed below.
The early entry deadline is November 30, 2017

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

From the 9th Annual Shorty Awards

Craft Services: Old Spice Sweat-Blastin' Robot Tank

Entered in Humor

About this entry

Old Spice came to Comedy Central looking to align with a multiplatform opportunity that would engage our active fan base to promote Old Spice Sweat Defense deodorant. With an inherently quirky and off center-sensibility, Old Spice was a dream partner to align with Comedy Central's new short form series, Craft Services.

Why does this entry deserve to win?

Craft Services features comedian and artist Barak Hardley hitting the road in his bread-truck-turned-craftivity-studio on a quest to make the world a better place through art and crafts.

Beyond being a multitalented artist, painter, and sculptor, Barak dabbles in furniture and gadget design. Inspired by the popularity of instructional DIY crafting videos gaining momentum across the landscape of the internet, Craft Services aims to capture the step by step how-to art project, but with the slightly off, slightly bizarre skew comedy central fans come to expect. The Old Spice brand's affinity for the same style of quirky irreverence was the perfect avenue to play up how tough Old Spice deodorant is on sweat and give fans something fun to make, with utility as an added bonus. The series was an obvious match as Old Spice really gravitated to the idea of engaging fans in a completely unique project inspired by their brand.

When Barak's truck "breaks down" in the middle of the desert Barak devises a craft to defend himself from attacking sweat monsters—and there's only one thing strong enough to arm his defense for the battle.

Results

In multiplatform videos that lived on-air, on Comedy Central's Youtube channel and supported across CC social handles, Barak led viewers on an instructional craft that aimed to make bathroom vanities everywhere a little more exciting, while also visually embodying the all-out assault Old Spice makes on stinky pits.

Inspired by robot-mechs and anime, Barak employed the trend "kit bashing," and used pieces from several different model kits to make a cool, tough-looking war-bot holder for his stick of Old Spice Sweat Defense. The resulting bold statement against evil…and sweat…was a welcome addition to any cool guy's bathroom.

Media

Video for Craft Services: Old Spice Sweat-Blastin' Robot Tank

Produced by

Viacom Velocity, P&G

Entry Credits

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, YouNow, Musical.ly, and the rest of the social web.

The 10th Annual Shorty Awards will be held in April 2018 in NYC.