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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Honda Pride Parade Zoetrope

Entered in LGBTQ Community Engagement

Objective

We wanted to create a unique way for Honda to celebrate global Pride day in a year when gathering together physically was no longer possible. The goal was to capture all of the color and positive energy of a Pride parade and spread that joy across Honda social media channels. 

Strategy

The zoetrope spoke to us as the perfect representation of a parade that goes on and on in an endlessly joyful celebration.  It’s a one-of-a-kind handmade object that straddles the line between sculpture and film - a piece of kinetic art that comes to life with the color and individuality that makes Pride festivities so memorable. RPA collaborated with renowned artist Tee Ken Ng to build the zoetrope, capture it in motion and post the footage across all of Honda’s social channels. 

 

Results

The result was a unique piece of art celebrating Pride, captured in a series of videos that we released across all of Honda’s social channels.  It became one of the most popular organic posts in the history of Honda social media. The video was shared and shared again and viewed over 5,000,000 times and counting. 

 

 

Media

Video for Honda Pride Parade Zoetrope

Produced by

RPA Advertising, American Honda Motor Co., Inc.

Link

Entry Credits

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