THE SHORTY SOCIAL GOOD AWARDS FINALISTS WILL BE ANNOUNCED IN MID-OCTOBER see nominees

4th Annual Shorty Social Good Awards Categories


Entries are now closed. Stay tuned for the finalist announcements in mid-October.

From the 11th Annual Shorty Awards

Jordan Brand: Air Jordan XI Concord

Entered in Multi-Platform Campaign

About this entry

In 1995, Michael Jordan returned to the game he loves and stepped on the court in the Air Jordan XI Concord. To welcome its return 23 years later, we needed to create a memorable campaign that appealed to the masses and resonated with our core audience, plus a much younger generation of fans.

Why does this entry deserve to win?

"Grail" is a highly discussed and debated phrase in online sneaker communities. "My grails" are a personal decision, made from personal stories and connection to certain shoes. Our strategy was to claim the XI Concord is the true grails by using personal stories from people our global audience would connect with.

Leveraging international A-List talent (Nick Anderson, Carmelo Anthony, Edison Chen, Dominic Ciambrone (Shoe Surgeon), Mike Dean, Billie Eilish, Tinker Hatfield, DJ Khaled, Neymar Jr., Chris Paul, Justin Timberlake and Lena Waithe), we built a social and digital campaign solidifying the Air Jordan XI Concord as #TheGrail.

The campaign launched with a 60-second hero spot and micro content across the brand's social channels in an effort to target specific audience segments.

Results

The 60-second spot quickly became the most viewed video of all time for Jordan Brand on Instagram, and consumers responded with unprecedented energy on launch day, resulting in the most successful Nike sneaker ever launched.

Media

Produced by

Laundry Service, Jordan Brand

Link

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 SHORTY SOCIAL GOOD AWARDS FINALISTS WILL BE ANNOUNCED IN MID-OCTOBER.