THE 14TH ANNUAL SHORTY AWARDS

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

Campaign

Brand Awareness Campaign Campaign by Diverse-Owned Businesses Global Campaign Integrated Campaign Launch Campaign Local Campaign Multi-Platform Campaign Rebrand Campaign Regional Campaign Social Good Campaign

Content and Media

Blog & Micro-blog Brand Voice Branded Content Branded Series Contest or Promotion Copywriting Email & Newsletter Filter/Lens Meme, GIF, & Emojis Micro-Site Single Post or Activation Use of Viral Content User-Generated Content

Design

Animation Art Direction Audio & Music Brand Identity Brand Redesign Generative AI Graphic Art Images Website/App

Industry

Auto Beauty Business to Business Consumer Brand Education Entertainment Financial Services Fitness, Health, & Wellness Food & Beverage Gaming Government & Politics Hospitality Insurance Live Events News & Media Non-Profit Pets & Animals Pharma & Healthcare Real Estate Restaurants Retail & E-Commerce Social Activism Sports Technology Television Travel & Tourism Wine, Beer & Spirits

Influencer & Celebrity Partnership

Instagram Partnership Multi-Platform Partnership Other Platform Partnership TikTok Partnership X Partnership YouTube Partnership

Overall Presence

Facebook Presence Instagram Presence LinkedIn Presence Multi-Platform Presence Other Platform Presence TikTok Presence X Presence YouTube Presence

Platforms & Technology

Artificial Intelligence Extended Reality Facebook Immersive Instagram Interactive Content LinkedIn Other Platform TikTok X (formerly Twitter) YouTube

Podcast

Art & Culture Podcast Branded Podcast Business Podcast NEW! Health & Wellness Podcast Lifestyle & Entertainment Podcast News & Politics Podcast Other Podcast Genres Podcast Mini Series Sports Podcast Technology and Education Podcast True Crime & Documentary Podcast

Strategy & Engagement

Brand Partnership Call to Action Community Management Creative Use of Technology CTV/OTT Data & Insights Earned Media Event & Experiential Gamification Humor Innovative Media Buying Strategy Integration with Traditional Media Internal Communications LGBTQ Community Engagement Micro-Influencer Strategy Multicultural Community Engagement Music & Dance On a Shoestring Organic Promotion Paid & Amplification Physical and Digital Convergence Public Service Announcement Real Time Response SEO & SEM Social Commerce Storytelling

Video

Comedy Video Documentary Feature Film NEW! Featurette or Behind The Scenes Video Instructional Video Live Video Long Form Video Medium-Length Video Music Video Product Feature Video Short Form Video Unboxing Video Vertical Video Video Ad Video Series
From the 12th Annual Shorty Awards

Waiting with Huell

Finalist in Branded Content, Video, Live Streaming Video

Bronze Honor in Television

Entered in Integrated Campaign

Objectives

Following a five-year hiatus from AMC's popular Breaking Bad series and in an effort to excite fans for the premiere of El Camino: A Breaking Bad Movie on Netflix, Chemistry created “Waiting with Huell.”

Strategy and Execution

Chemistry worked with Samsung and Netflix to create a 62-hour live-streamed countdown on Samsung QLED TVs around the globe. The countdown featured fan favorite, Huell Babineux, who played Saul Goodman’s personal bodyguard. Apart from the actual countdown, fans were treated to various familiar scenes with Huell who was anxiously waiting for El Camino’s release. The channel could be accessed by opening the Samsung TV Plus app, available on Samsung Smart TVs, and tuning in to channel 1000.

Results

Samsung kicked off this campaign with a tweet and Netflix teased out Easter egg content ahead of the film’s world premiere, resulting in over 3.5 million views of the “Waiting with Huell” live stream, helping El Camino: A Breaking Bad Movie reach over 25 million views in the first week.

Media

Video for Waiting with Huell

Entrant Company / Organization Name

Chemistry, Netflix

Links

Entry Credits