13th Annual Shorty Awards Categories

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

From the 10th Annual Shorty Awards

adidas Originals NMD Exclusive Glitch Camo

Entered in Call to Action, Instagram Story, Native Advertising

About this entry

We were tasked by adidas Originals to create a shoe campaign to name and promote an exclusive version of the adidas Originals NMD sneaker that was limited to a few thousand pairs in the US and Western Europe. Our ambition was to update the ethos of the NMD, keep interest high, and to drive swipe ups to the adidas.com website while creating a feeling of exclusivity for our audience.

Why does this entry deserve to win?

For this exclusive NMD release, we developed a futuristic concept of an artificial intelligence "assistant" that helped to lead photographers around a city at night in search of the best locations for urban exploration — the essence of the NMD.

The Instagram Story featured the photographers hunting for a striking location to capture with the help of the AI assistant, along with brief shots of the new NMD to spark interest. Our IG Story utilized the swipe up functionality to redirect our audience to the .com purchase page, with the support of the Instagram Feed to visually tell the story.

While the AI "assistant" wasn't real, this mechanic could be produced as part of the adidas Originals Facebook messenger bot in the future, which we've also helped to create with the brand.


The two-part Instagram story had over 2 million views and a 71% completion rate, along with a high figure of 40,527 swipe ups that took the user to the adidas website for purchase. The three posts on Instagram totaled a reach of over 7 million users.





View our campaign landing page here.


Produced by

Annex88, adidas Originals


About the Shorty Awards

The Shorty Awards honor the best of social media.

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