ENTER THE 2021 SHORTY IMPACT AWARDS

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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.

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From the 12th Annual Shorty Awards

31 Days of Joy

Finalist in Kids & Lifestyle

Audience Honor in Kids & Lifestyle

About this entry

As an animation studio, DreamWorks Animation is always looking for new ways to entertain, uplift and connect with our fans. This past holiday season, we wanted to thank our fans with a gift they could open every day throughout the month of December. So we developed an interactive advent calendar leading up to New Year’s Eve with daily activities for families consisting of holiday-themed games, printables, DIY and watch-alongs.

Why does this entry deserve to win?

We knew we wanted to reach fans across our digital ecosystem, so we developed a suite of holiday-themed branded assets to complement and drive to the interactive advent calendar. We produced a 60-second “31 Days of Joy” sizzle, custom social assets leveraging the ‪#‎DreamWorks31DaysOfJoy‬ hashtag, and talent holiday messages.

The :60 sizzle includes holiday-inspired moments from our theatrical and TV library, including Shrek, Boss Baby, Kung Fu Panda, Trolls, How to Train Your Dragon, Abominable, Madagascar, Spirit Riding Free, Troll Hunters, She-Ra and more, with the song “Christmas is a Feeling” performed by Kelly Clarkson and the cast of Home for the Holidays.

We also invited talent to create holiday messages for fans that we posted to our social channels including Eric Bauza (The Adventures of Puss and Boots), Noah Bentley (Dragons Rescue Riders), Charlet Chung (Fast & Furious: Spy Racers), Amber Frank (Spirit Riding Free),  Bailey Gambertoglio (Spirit Riding Free), Noelle Stevenson (She-Ra), and Luke Youngblood (Fast & Furious: Spy Racers).

The interactive advent calendar included 31 custom branded activities for kids such as:

-Spirit Riding Free Holiday Make-a-Match Game

-Shrek the Halls Gingy Bread Cookies

-How to Train Your Dragon Homecoming Watch-Along BINGO

-Trolls Animated Coloring Book

-Boss Baby Holiday Word Search

- Fast & Furious: Spy Racers Super Spy Invisible Ink DIY

 

From a design perspective, in addition to the festive “31 Days of Joy” logo that celebrates the theme of gift-giving, we also developed branded snowflakes integrating IP iconography that were used throughout the campaign.

 

Results

The “31 Days of Joy” campaign gave us an opportunity to thematically connect legacy IP with new shows, extend fan engagement with beloved characters, and generate awareness for new series.

Fans were able to engage with DreamWorks Animation characters every day throughout the month of December, and we provided families with fun, easy activities to keep kids busy during school breaks.

The campaign generated 2.7M  impressions across web, social & email.

Media

Video for 31 Days of Joy

Produced by

DreamWorks Animation

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Entry Credits