The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 10th Annual Shorty Awards

The Handcrafted Gifs

Audience Honor in GIFs


Every year, the national soccer championship begins, and along with it, so does Cartola FC, Brazil's

biggest online fantasy soccer game. Its millions of fanatics (and somewhat insane) players that rush to

create their teams at the free version of the site.

But we wanted them signing the premium, paid version, Cartola Pro.

Strategy and Execution

So how could we convince an entire subculture of die-hard fans

and online pranksters to buy the Pro version?

By giving them tools to make fun of their league competitors and friends. And by tools we mean GIFs.

But these are not ordinary GIFs. These are state-of-the-art, tailor-made, HANDCRAFTED GIFS.

Cartola's players already boast their own victories through GIFs, they mock friends' defeats through

GIFs; it's like a second language to their tribe. We just made it better.


The Handmade Gifs as a central element in Cartola FC's launch strategy.

Cartola FC Pro Craft Gifs have taken the hoax to another level and was a huge success.

- More than 335 thousand PRO players + 148% compared to 2016

- On average 6.7 million active teams + 51% compared to 2016.

- The record of line-up teams: 5,787,057 + 47% compared to the record 2016.

- more than 3 million gifs distributed

- + 17 million app downloads


Video for The Handcrafted Gifs

Entrant Company / Organization Name

Globo Comunicação, Cartola FC

Entry Credits