The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 12th Annual Shorty Awards

Just Right Campaign

Entered in Integrated Campaign

About this entry

Our objective with the Just Right campaign was to launch a disruptive ad, differentiating ourselves from the competition - not only in our tactics but also in the creative. By creating this character - Goldi Locks III - we borrowed from the equity of Goldilocks and the Three Bears to clearly communicate to consumers how our cars are "just right". 

From a social perspective, we leveraged the "Just Right" campaign as a moment to reintroduce consumers to the Thrifty brand, driving awarnessness, relevancy and consideration. 

Why does this entry deserve to win?


Overall Implementation:

Social Specific: 


Social efforts ultimately allowed Thrifty to steal a share of voice - both from an owned and consumer perspective - from the competition while simultaneously elevating the positive brand sentiment. Highlights from the campigan: 


Video for Just Right Campaign

Entrant Company / Organization Name

Thrifty Car Rental