THE shorty awards for brands and organizations is OPEN FOR ENTRIES! ENTER NOW

12th Annual Shorty Awards Categories

The early deadline is on December 5th, 2019!

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

From the 11th Annual Shorty Awards

adidas Originals Falcon

Entered in Fashion, GIFs, Instagram, Instagram Story, Short Form Video

About this entry

Our objective was to tell the story of the Falcon campaign, and introduce Kylie Jenner as the newest member of the adidas Originals family. Kylie's fans are avid social media users, and also a consumer type that differs from our familiar streetwear hounds. This posed a challenge to tell the Falcon story in a socially-native way that incorporated more tools that matched the social activity of Kylie's fans, particularly the fact that they want to be able to tell their own story instead of share ours.

Why does this entry deserve to win?

We created interactive social media content that was authentic to Kylie and her fans' natural social behaviors. Instead of telling the story of Falcon to Kylie's fans, we produced GIPHY stickers and Instagram story filters for her fans to use and post - turning them into the storytellers instead. The Instagram campaign content also included a series of selfies and story posts that Kylie directed herself. This authentic-to-Kylie tease content was followed by official campaign content post launch.


- 20 million impressions across 9 posts, and the individual metrics on each post all outperformed the average on the @adidasOriginals feed.

- 75% story completion rate for @adidasOriginals Instagram story which outperforms our 61% benchmark.

- Largest number of link in bio clicks since beginning to record in mid 2017 indicating that the Falcon campaign was very effective in driving traffic to our page and to dot com.


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, and the rest of the social web.

the early deadline to enter the shorty awards is on thursday, DECEMBER 5TH.