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

Mastercard Drops Its Name

Entered in Brand Identity, Storytelling

About this entry

From the Nike swoosh to the Apple apple, many of the world's most iconic brands are symbol brands. But becoming a symbol brand is not something that happens overnight. For over five decades, our interlocking circles have been our hallmark. They have remained the constant as the world around us has become more digital. But as the consumer landscape and our company evolved, we needed to ensure that our brand identity did as well. We wanted to tell the story of our brand evolution that reflected not only our rich brand history but also the modern payment technology company we have become.

In 2016, we introduced our modernized brand identity primed for the digital age, and began to make it clear to consumers that we were not just the physical card in their wallets. And now, after two years of transition and global market research confirming 80+% of consumers spontaneously recognized the Mastercard Symbol without the word "mastercard" we felt ready to complete our vision to become a symbol brand.

In today's digital world, the traditional plastic card is not the only way to pay. And given that "card" is inherent in our name, removing it altogether from our brand mark provides our brand the opportunity to grow in meaning with the business. Going forward, the Mastercard Symbol will represent the connections we make and the modern digital payment company we've become, better than one word ever could. This is a visual representation of our brand promise: Connecting People to Priceless Possibilities.

Why does this entry deserve to win?

The move to become a symbol brand is the boldest brand move in our history. It's both exciting and risky, where one bad review on social media could literally destroy everything we built up to. We had the opportunity to be very creative, but also needed to be very mindful of potential critics.

Our media relations strategy began with a successful exclusive pitch to The Wall Street Journal. We worked closely with our Pentagram partner and well-known design influencer, Michael Bierut, to help set the context and provide the expert branding perspective.

With the exclusive underway, we tasked our in-house Storylab content studio to create a simple, yet compelling visual way to distribute our news, globally around the world. A core storytelling visual where no translation was needed, and fittingly, our first "wordless" press release – literally putting the spotlight on the circles – was produced. We wanted to create a new way of storytelling for corporate communications. A way to engage influencers by issuing news in an unconventional way that would not only spark conversation about our news, but also demonstrate the creativity of our modern communications function. Therefore, our thinking was that the news regarding this announcement should also not contain words. It was a way for people to understand exactly who we are as a brand in the most simple but unique form possible.

From there we did expanded outreach to the well-regarded design community, and ignited global amplification through Mastercard's regional marketing and communications teams across our owned and social channels.

Results

It was among the most successful launches in the history of Mastercard marketing with a broad array of print, broadcast and online media outlets covering the story and social media conversation hitting a fever pitch. Within the first four days, the announcement generated 988 traditional articles and over 3.7K social media posts, with a combined gross reach of 185.5M - 94% was favorable (neutral to positive in sentiment).

Media

Video for Mastercard Drops Its Name

Produced by

Mastercard

Links