5th Annual Shorty Social Good Awards Categories

Entries are now closed. Finalists will be announced in mid-October!

From the 12th Annual Shorty Awards

The Art Of Self-Defense

Entered in Multi-Platform Campaign

About this entry

What brought us to the Art of Self Defense? We wanted to tone the body, sharpen the mind, and spread the word about the film’s release, all while calling out toxic masculinity at every opportunity. Combined with dynamic content, our social team borrowed a comedically dark voice that prowled social media to deliver calculated jabs to users’ self-esteem, building excitement in dojos and homes all across the country.

Why does this entry deserve to win?

The key to success in karate is knowing where to strike. To promote the Art of Self Defense, our two primary audiences were indie movie fans and the talent-obsessed youth. Your average moviegoer wasn’t the target of the campaign, which offered us some flexibility with the content we were creating. We could go weirder, bolder, and a little deeper, knowing that indie fans wouldn’t shy away from the unusual and fans of Jesse Eisenberg and Imogen Poots would love to see the actors in a role that let them push boundaries. The groups also skewed younger, which meant we could be darker, more blunt, and a little self-aggrandizing for the audience to laugh along with - which they overwhelmingly did.

Results

With over 5,300,000 impressions, our content generated over 1,800,000 views and 140,000 engagements. That’s a lot of people throwing on their gi, stepping into the ring, and getting their ego checked.

Media

Produced by

Ignition, Bleecker Street

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, Snapchat, and the rest of the social web.

finalists for the 5th annual shorty social good awards will be announced in mid-october!