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 11th Annual Shorty Awards

adidas Originals Deerupt

Winner in Mobile Campaign, Fashion, Augmented Reality

Finalist in Creative use of Technology

About this entry

Unboxing is a huge part of Sneakerhead culture, and has recently become the most coveted moment in the launch of a new silhouette. Up to this point, unboxing has been an exclusive action saved for influencers, who then share their experiences online via video and photo content. Along with this unboxing phenomenon comes the issue of product leaks—before a brand has the chance to make a big impression, leaks completely spoil the unboxing experience for the whole Sneakerhead community due to low quality photos. These photos mean that those who care the most obtain an incomplete and lackluster first impression of the new shoe. Our challenge was to democratize unboxing and combat leaks in order to create the best possible pre-release experience.

Why does this entry deserve to win?

We turned unboxing into a universal, augmented reality experience. We developed a never-been-done-before mobile web platform that allowed Sneakerheads to use their smartphone cameras to see and interact with an AR rendering of the DEERUPT. No app necessary. Then we seeded the experience with empty shoe boxes sent to high profile sneakerheads and also placed the experience in-store around the world.


- 110 Million views

- 50,000+ virtual unboxings

- 123+ countries


Video for adidas Originals Deerupt

Produced by

Annex88, adidas Originals


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.

winners will be announced in may. follow us to be notified!