entries for brands and orgs open now enter

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

Invested In Our Legacy

Entered in GIFs

About this entry

To engage leverage BNY Mellon's founder, Alexander Hamilton, to join culturally relevant conversation in a natural and compelling way not usually available to a Bank.

Why does this entry deserve to win?

Slow-moving. Traditional. Invisible. As a bank that provides services to other banks, BNY Mellon has lived with these labels for years – when, in fact, it's in the midst of a massive effort to inject innovation into all of its operations around the world. How could we bring the bank out of obscurity and onto the public stage? We decided to celebrate BNY Mellon by taking advantage of a little-known fact: Bank of New York was founded 232 years ago by the man behind the musical phenomenon: Alexander Hamilton. Working with BNY Mellon, we gave him a chance to tweet live commentary during the show as Hamilton grabbed its record-breaking haul of Tony Awards. Using his well-known wit and 8th century eye, Hamilton offered pithy congratulations on each award-winning instance. Accompanying the comments were etched still images of Hamilton and – to mark extra special moments – animated gifs of him clapping and bowing.

Results

For a Banking brand that is not top-of-mind during cultural events, we were able to increase our average organic engagement 10x compared to our average post content.

Media

Produced by

TBWA\Chiat\Day NY, BNY Mellon

Links

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.