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

YouTube Rewind 2019: Offroad Meme

Finalist in Meme

About this entry

YouTube Rewind 2018 was the most disliked video on YouTube and the social response was “cringey.” In 2019, they needed a new approach to excite fans and one that could scale globally.

Why does this entry deserve to win?

We recognized last year’s misstep in a lo-fi, no fanfare fashion by combining the data to establish ground rules. 

Our first post had to:

  1. Nod to the past: acknowledge last year’s Rewind failure

  2. Not 2018: Indicate this year is different from the jump

  3. Self-aware: reflect this tone throughout 2019

  4. Lo-fi: 2019’s Rewind video is lo-fi and so should the social media approach

  5. Generate excitement. (Period)


The social tease phase strategy over-performed during its 2-day period, driving unprecedented excitement and positive sentiment for 2019’s Rewind ahead of its launch.


Entrant Company / Organization Name

GLOW, YouTube


Entry Credits