ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

Adobe Diverse Voices: 'When I See Myself'

Gold Distinction in Multicultural Community Engagement

Audience Honor in Multicultural Community Engagement

Objective

In celebration of Black creativity, Adobe and Complex partnered on an impactful campaign dedicated to elevating diverse voices across various artistic mediums. The Adobe Diverse Voices campaign was inspired by Adobe’s ‘When I See Black’ film, which beautifully highlights the spectrum of the Black experience. 

The goal of the campaign was to explore a vision for how Adobe can best give back to under-represented artists, specifically Black creators, who are a vital part of the creative community that Adobe is committed to championing.

Adobe's brand belief is that creativity empowers positive transformation in ourselves, business, culture and worldwide; but that can only happen when creative expression draws from all voices. The unfortunate reality is that everyone does not have the opportunity to be seen or heard—and women, Black and Latinx populations, people with disabilities, the LGBTQ+ community and underserved youth are significantly more marginalized.

The campaign resulted in a one-of-a-kind partnership that provided Adobe a platform to thread the needle from the promise of “creativity for all” to the meaningful work of uplifting the next generation of Black creators. It allowed the world to see, learn and benefit from diverse perspectives and served as a progressive step toward leveling the playing field.

Strategy

Black creators often work in industries with miscast labels and expectations for their art and what it represents. Complex flipped the issue and encouraged Black creators to define themselves using their art at one of the most innovative events of 2020—ComplexLand, a first-of-its-kind immersive digital experience featuring exclusive merch drops, art, musical performances, food and more.

The Adobe Diverse Voices campaign celebrated five emerging Black creators of varying disciplines from illustration to photography. Each creator displayed their custom pieces inside a virtual gallery within ComplexLand, the Adobe Creativity Space, and the exhibit was a premier destination during the five-day experience.

Complex also provided the creators a platform to tell their own stories through a captivating vignette series, ‘When I See Myself,’ each opening with the artist completing the sentence "When I see myself..." The 60-second videos offered a glimpse into the artists’ lives, their stories, and emphasized the importance of creating and defining your identity for yourself. Complex featured the artists’ videos in a compelling, branded editorial piece and distributed them across the brand’s massive social media platforms.

Results

As a result of Complex’s thoughtfully developed strategy and distribution, Adobe Diverse Voices was a highly successful campaign that uplifted the profiles of Black artists and their art while aligning beautifully with Complex’s commitment to authentic and responsible storytelling.

Complex’s Adobe Diverse Voices editorial piece received over 4M impressions and 130K+ video views.

The brand’s approach to developing 60-second vignettes allowed the full creative to be featured across Complex, Adobe and the respective talent’s social media accounts, resulting in hundreds of thousands of earned impressions, qualified engagements, and video views cross-platform. The five videos received over 3.75M social impressions across Complex’s platforms.

Instagram saw substantial viewership for the ‘When I See Myself’ series. For example, artist Dana Scruggs’ video performed extraordinarily well on her own account and was further amplified and featured on Adobe’s, amassing over 100K views and 200+ comments across the platform.

Additionally, a brand study revealed that the campaign was successful at establishing Adobe as a top-of-mind brand. Males and females both reported increases in unaided brand awareness, where females reported an additional lift in agreement that Adobe “celebrates and uplifts under-represented voices.”

The campaign’s success also informed Complex’s development of brand partnership guidelines, where the team addresses how to empower, educate and guide its partners on the best way to reach and target Black and Brown communities.

Complex is proud to have brought these stories to life in partnership with Adobe, and the brand will continue to use its platform to amplify marginalized communities.

Media

Video for Adobe Diverse Voices: 'When I See Myself'

Produced by

Complex Networks, Adobe

Links

Entry Credits