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

Gamechangers

Finalist in Storytelling, Video

Entered in Branded Series, Short Form Video

Objective

When adidas Originals asked us to help them commemorate the 50th anniversary of the game-changing Superstar silhouette on social media, we knew we would be hard-pressed to find a new angle to the shoe. The Superstar is one of the most iconic and popular shoes in the world, and the celebrities that have helped it rise to this prominence are just as iconic in their own right. The Superstar’s popularity also extends to social media, where it is one of the most tagged images shared by users in relation to adidas Originals. So how do you look beyond the typical influencers being used in campaign after campaign, and instead tell a new story?

Strategy

We opted to refocus the lens of our campaign and give a voice to the gamechangers walking among us every day, instead of the celebrities we all already know. To do it, we first used social listening and trend forecasting to identify hot button societal issues that were major topics of conversation in early 2020. Then, we specifically looked for groups and individuals who were playing a role in those conversations and making a big impact in their community and beyond. We ended up uncovering 20 small groups across the United States who agreed to let us tell their story. To capture the stories, we sent a small crew to spend time with each group across 10 different cities, producing a series of short vignettes (under 1 minute each) that create a unique time capsule of this moment in time through the eyes of those making waves at the forefront of culture.

Results

By sharing their stories across the adidas Originals and adidas LA & NYC social channels, we were able to give each organization the biggest microphone they’ve ever had, extending them beyond their following and exposing them to the 40 million social media fans of adidas Originals across the US and beyond. Sentiment on the videos was overwhelmingly positive, with local communities supporting their game changing friends and neighbors, and sharing their own personal connections to the groups we featured.

Media

Produced by

Annex88, adidas Originals

Link

Entry Credits