11th Annual Shorty Awards Categories

See below for official categories. Entries close and voting ends on February 21st, 2019 at 11:59pm ET.

Brands & Organizations

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.

What Could Go Wrong

Finalist in Business to Business

Silver Distinction in Comedy Video

Entered in Short Form Video


Solace creates category-leading products that simplify the complexities of data transfer. Nerd stuff. For years Solace successfully marketed to the C-suite but, as the competitive set grew, it became apparent that the real decision-makers were the nerds (developers). With a new product launch, Pub Sub+, on the horizon, we had to shift their entire marketing approach to reach this notoriously skeptical, insular and marketing-adverse group. Let's get those nerds!


Diving deep into the developer world, and quite a few sub-Reddits, we found a shared affinity for inside jokes, industry sarcasm and off-kilter humor that was as clever as it was outlandish. There was a vibe of "If you don't get it, it wasn't meant for you." So we crafted a campaign that would resonate with the developer community and, quite possibly, no one else. C-suite be damned.

What Could Go Wrong? taunted developers with banners ads daring them to click, a choose-your-own adventure style website that was a procrastinators dream and films that showed the outlandish outcomes that may follow success after a developer recommends Solace.


Since the launch in October 2018, Solace has seen a 160% increase in Standard downloads and a 207% increase in cloud sign-ups for PubSub+, as well as over 680,000 views. And equally important to the numbers has been the developer community's reaction to the campaign, with word spreading from one less skeptical skeptic to another.


Video for What Could Go Wrong

Produced by

Barbarian, Solace


Entry Credits

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 11th annual shorty awards will be held may 5, 2019 in nyc.