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 11th Annual Shorty Awards

Annihilation Social Campaign

Bronze Distinction in Entertainment

Audience Honor in Entertainment

About this entry

Imagine being trapped inside an unknown force with no connection to the outside world. Your mind, your sense of self garbled, by an ever-evolving alien force. These thoughts are what drove the social media campaign strategy for Paramount's theatrical release of Annihilation. Our objective with every piece of content or experience was to immerse filmgoers in "The Shimmer," the infected area our heroes aim to investigate. As our characters are disoriented, surprised, and terrified, so are our fans. Through this lens, our aim was to intrigue, driving ticket sales and positive critical and audience sentiment.

Why does this entry deserve to win?

Each major social platform for Annihilation had a unique hook; Instagram was Lena's (Natalie Portman) Journal, a unique grid which mixed sketches and notes from the POV of her biologist character inside the Shimmer with creepy, world-building snapshots. As this film was based on a popular book series, all post copy here was memorable book quotes to create a connection with those fans early on. Twitter was literally distorted - every piece of post copy was composed using an encoder, hiding secret messages for fans to decode on the forthosethatfollow.com microsite, where exclusive clips could be unlocked. Facebook highlighted broad plays to reach our largest film-going audience, focusing on the cast, crew and general prestige of the film. Custom video pieces - both footage-based and conceptual - took fans inside the Shimmer, where its mysterious technicolor haze would literally impact the video's content.

Results

Acclaim for the film was wide amongst both critics and fans, with sentiment skewing predominately positive throughout the theatrical window. Over the course of our social campaign, we saw 60.7M video views, 45.7M impressions, 319.8K engagements, and 57.1K followers across our three main platforms. AdWeek also ranked the Annihilation campaign as one of the eight best movie marketing campaigns of 2018.






View this post on Instagram

People my entire life have told me I am too much in control, but that has never been the case. #WhatsInside
A post shared by Annihilation (@annihilationmovie) on

Media

Produced by

hi5.agency, Paramount Pictures

Links

Entry Credits