entries are now open for the shorty social good awards start an entry

5th Annual Shorty Social Good Awards Categories

The early deadline is on Wednesday, June 24th, 2020.

From the 10th Annual Shorty Awards

Inspired By Gallery

Finalist in Images

Audience Honor in Images

About this entry

In a cluttered category full of in-situation product photography, Moen set out to change up the norm of the plumbing category. With a bank of underappreciated product innovations, Moen decided to place their thought leadership front and center by reimagining how it's represented within visual imagery.

As part of a larger integrated campaign, "Inspired By", Moen tasked Havas, agency of record, with recreating how we visualize faucets and showerheads. The goal—and result—was to break through the traditional "sea of sameness" lifestyle photography typically seen in the category and better differentiate the brand.

Why does this entry deserve to win?

When consumers are exposed to a faucet, typically it is within context of a larger room. While the effect is beautiful, it's anticipated – and usually indistinguishable from one brand to the next. So, we transformed the @moeninc Instagram feed into an innovation gallery.

Using trend mapping, we identified key interior design and home décor cues to inform the creative approach for each image. Each trend culminated into a monthly theme that was then used to guide the content for each month.

Each faucet and showerhead was shot in a variety of visually arresting set-ups – utilizing everything from Pantone's Color of the Year as a backdrop, to mirrors placed around the product to catch its stunning reflection.

As a result, our Instagram feed transformed from expected product shots and wallpaper "in-situation" photography, into an eye-catching gallery truly maximizing the format's potential. The @moeninc feed became a showcase of aspirational, inspirational imagery worthy of the new followers it yielded.


Overall, the Moen Instagram nearly doubled its followers – which is an increased growth rate of 151% YoY. Total engagement on the platform saw over 23k engagements across paid and organic initiatives.


Produced by

Moen Incorporated


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, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

entries are open for the shorty social good awards. the early deadline is on june 24th!