WINNERS WILL BE ANNOUNCED AT THE DIGITAL CEREMONY ON MAY 3RD! SUBSCRIBE TO WATCH!

12th Annual Shorty Awards Categories


The final deadline to vote for your favorite nominee or to enter your brand or organization was on Thursday, February 20th, 2020.

Influencers

Honoring the most notable and viral influencers and creators from 2020. See below for official categories.

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.

Hulu's Looking for Alaska Falling Daisies IG Lens

Entered in Filter/Lens

Objective

When John Green’s novel, Looking for Alaska, hit shelves 14 years ago it became an instant classic among teens of that generation. So when Hulu wanted to bring to life these beloved characters and progressive plot, they knew that fans would have extraordinarily high expectations. Marketing the adaptation presented a unique challenge as we had to appeal to the current digital-centric teen audience, as well as the audience that would’ve been teens when they originally read the novel - and who were also most likely superfans of this wildly popular coming-of-age story. 
 

Strategy

Looking For Alaska tells a story for the adventure seeker longing to make their life something more, wondering and wandering until they find what it is they are looking for. Despite having to appeal to two entirely separate audiences, we knew this feeling was one that transcended time. 

With that in mind, we set out with a campaign to make original fans of the book reminisce of yesterday with quotes and relatable experiences. To reach our new, younger audience, we ushered in nostalgia with a digital touch. That’s where our Falling Daisies Instagram Lens comes into play. The Lens plays simply with a nostalgia vibe with light leaks and a filter looking like a front-flash disposable camera circa 2005. We included daisy imagery—directly tied to the main character Alaska. It was wrapped together with a 2D hand-drawn approach to call back to the vibe of the campaign as a whole—something authentic, charming and perhaps what you’d find scrawled in the back of a teenager’s journal.
 

Results

The filter was a hit with new teen fans and our now adult superfans who read the book 14 years ago. Both groups contributed to 290K impressions, 8K captures, and over 1K shares without any paid media.

Media

Video for Hulu's Looking for Alaska Falling Daisies IG Lens

Produced by

hi5.agency, Hulu

Link

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 12th annual shorty awards will take place on may 3rd.