entries are now open for the shorty social good awards start an entry

5th Annual Shorty Social Good Awards Categories

The early deadline is on Wednesday, June 24th, 2020.

From the 12th Annual Shorty Awards

Giving Tuesday Filter

Finalist in Social Activism, Instagram, Filter/Lens

Entered in Social Good Campaign, Augmented Reality, Call to Action, Creative use of Technology

About this entry

To develop a creative way to tell the story of the brand’s mission and foundation in an engaging and entertaining way on a day where giving back matters: Giving Tuesday.

Why does this entry deserve to win?

We created the first ever “Donate a Smile” filter for Instagram. Using augmented reality technology, we developed a filter that reacted to a smile by showing the user the place where Laughing Man® Coffee comes from. Ahead of Giving Tuesday, we created short videos to tease the filter, and on the day itself, we got Laughing Man® Coffee co-founder Hugh Jackman, as well as other influencers, to post about using the filter to donate to the foundation.


Content promoting the filter reached nearly 13 million impressions, and in-feed organically had a 7.6% engagement rate, which is 6% higher than the industry average. The filter itself had over 155,000 impressions, and the brand saw an almost 4% increase in followers in one day.


Video for Giving Tuesday Filter

Produced by

Havas New York, Laughing Man Coffee Company


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, Snapchat, and the rest of the social web.

entries are open for the shorty social good awards. the early deadline is on june 24th!