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

Welcome to Atlanta

Finalist in Sports

Entered in Integrated Campaign, Branded Content

About this entry

The objective for the integrated campaign "Welcome to Atlanta" was to connect the attitude of the team with the personality of the city. A city built on swagger, and when you peel back the layers, you will realize we are more than just peaches and sweet tea. We are beats and blockbusters. The goals of this campaign were to generate excitement around the team and build an authentic pride across the city. We hear it all the time, but it is more than just a greeting. Welcome to Atlanta.

Why does this entry deserve to win?

To help launch our integrated campaign, we collaborated with Atlanta rap artists Ludacris & Jermaine Dupri to produce a creative music video to a Falcons remix of the hit song "Welcome to Atlanta". The strategy behind the custom song focuses on a lifestyle vibe that juxtaposes the attitude of the team and the personality of the city. The video also ran on the Halo Board during every Falcons game at Mercedes-Benz Stadium and broadcasted on television. A key feature of this campaign is the authentic Atlanta artwork, which underscores the relationship between the team and the fans, that was installed across the city such as print ads, posters, banners, and billboards. What makes this integrated campaign unique is the 'Atlanta-inspired' design and the creative use of technology in our video assets.

Results

After launching the music video online and across social media, it gained over 2 million views. It was shared over 50,000 times including by players, celebrities, neighboring Atlanta teams, and major media networks. The music video performed 32.5 times better than average on Facebook and Twitter as well as reached over 6 million people online.

Media

Video for Welcome to Atlanta

Produced by

Atlanta Falcons

Links