ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 10th Annual Shorty Awards

MDNA Skin

Winner in Branded Content

About this entry

We architected a digital content campaign for Madonna, the biggest name in pop music, who brought her eponymous skin care line, MDNA Skin, to the US this summer. We teamed up with our PR department and Japanese mega corporation MTG to create a robust, 25-video program that includes how-to, viral, and advertorial branded content. Aimed at spreading the word about this revolutionary skin care line that combines cutting edge technology with rich Italian history, we created a video campaign that was equal parts educational and entertaining.




Why does this entry deserve to win?

Full Picture Productions designed this social - first video campaign to create hype and awareness, as well as educating the consumer on this high-tech line. Videos ranged from launch date teasers, viral videos with the Instagram meme-king The Fat Jewish, product tutorials, BTS sizzle content of the editor events, internet breaking videos with drag star Milk, and in-store launch at Barney's. We made sure to hit as many corners of the internet as possible to ensure maximum reach; if you have skin, you need MDNA!


For the Spa Day concept, we knew we needed to create something so thumb stopping that it would be impossible to scroll past, and the only logical answer seemed to involve Madonna, Rosé, and The Fat Jew in curlers. From there, magic was made and the two new BFFs delivered hilariously shareable moments that catapulted their spa day onto the screens of millions. Whether you're a meme fanatic or a pop music junky, this video had something for every one. With such a diverse audience between the two, we brought together worlds that might not have collided otherwise. This video was also accompanied by BTS footage that provided viewers with the always coveted peak behind the curtain and all access pass.


When creating Express Yourself featuring Milk, we wanted to lean into the icon that Madonna is, while establishing her as a trustworthy source for your skin care. In the legacy of Madonna, a champion of creativity, individuality, and embracing one's uniqueness even when existing outside of the norm, we chose to create a video with RuPaul Drag Race star Milk. Milk's unique approach to gender bending performance art and high concept fashion was a perfect fit to help embody Madonna's message of empowerment. By having Milk recreate some of Madonna's most iconic style moments we communicated that her skincare line is just another achievement in her long list of career iconography, and by using Milk we applied the narrative of Madonna's revolution of being who you are, loving yourself, and embracing beauty in all of it's shapes and forms.


Another integral part of the campaign was the how-to and tutorial videos. We created an arsenal of user friendly tips and tricks because we believe it is just as important to include utilitarian pieces, offering instruction on how to get the most out of the MDNA products.


The combination of all these above concepts (and more) proved to be the perfect storm for MDNA skin, and we are beyond proud of the results.

Results

With over 90M unique video impressions, an approximate $3 Million dollar ad equivalency, Full Picture created a full 360 degree, buzz-worthy wall of content for the announcement and launch of MDNA Skin.

Our videos were covered in media outlets like Entertainment Tonight, Access Hollywood, Us Weekly, People Magazine, Bustle, InStyle, The Daily Mail, Popsugar, HelloGiggles, and more.

PRESS FOR SPA DAY WITH THE FAT JEW

Media

Video for MDNA Skin

Produced by

Full Picture Productions, MDNA Skin

Links

Entry Credits