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

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Disability Awareness

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Environment

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Grassroots

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Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

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Reddit

Snapchat

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Triller

Tumblr

Twitch

Twitter

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Multi-Platform

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Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

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Integrated Experiences

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User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

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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

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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

Photographing Holiday Lights in Bryant Park

Finalist in Instagram Live

Objective

In 2020, the Covid-19 pandemic took the world by storm, and the creative industry faced some of its worst days in recent history. From job loss to canceled family gatherings, the year—and particularly the holidays—felt a little bleaker in 2020. But from the get-go, Adorama charged its community with a simple but powerful challenge: Create No Matter What. The brand carried this theme from May 2020 into the holiday, and knew that post-holiday—when the real winter doldrums set in—their community would need even more inspiration.

So how do you inspire photographers to pick up their cameras and push those creative limits, despite winter weather, post-holiday blues, and the drag of nearly one-year in a pandemic? 

Strategy

The answer’s simple: Show them a new approach, and provide the incentive to go out and practice. Adorama’s Holiday Lights Live—a how-to IG livestream detailing tips for photographing with festive lights—did just that. In this virtual event on December 26, 2020, professional photographer Vanessa Joy taught Adorama’s nearly 300,000 Instagram followers how to creatively use holiday lights to produce dazzling effects. And, as an incentive to get the Adorama community out there photographing, the brand coincided this Holiday Lights Live streaming tutorial with its Bokeh Photography Challenge. (Note: “bokeh” is the dazzling, blurred-light effect produced by holiday lights out of focus).

Like most brands, Adorama’s Instagram community members come from all walks of life. Some are new to the craft, others are seasoned—and that’s where the magic of this livestream comes into play. While Vanessa Joy ran through everything from camera gear, equipment setup, and pose suggestions, the IG community members helped each other determine settings, lenses, and best autofocus options for experimenting with bokeh. The more experienced photographers shared their perspectives to take Joy’s ideas one step further, while Joy took the audience, including many newer to the craft, through her setup. It was like they were there on the scene with her. 

Adorama’s Holiday Lights Live inspired creators on all levels. Those newer to the craft learned through Joy’s approachable demeanor and detailed overviews—both crucial in the often intimidating world of photography. And, while more seasoned photographers knew these tricks, they found inspiration by sharing their knowledge and helping other community creators push their craft. 

It was a true win for Adorama, showing Create No Matter What is more than a catchy slogan. Following Holiday Lights Live, these photographers had a new task and a newfound inspiration—to go out (or stay home) and creatively photograph with holiday lights. Even better? They could win a prize package for over $3,000 by doing so! 

Results

The Holiday Lights Live with Vanessa Joy campaign generated nearly 50,000 total IG views, with 5,625 of those tuning in live. Equally impressive were the over 100 comments from engaged viewers, which included everything from questions about the gear and settings—answered by more experienced community members—and gratitude from community members seeking inspiration. And, when the inevitable online troll showed up to downplay Vanessa Joy’s incredible skillset, community members jumped right in to shut them down. All in all, this program showcases how Adorama goes beyond views and likes to create a truly engaged and supportive community that’s always hungry for more. 

Media

Video for Photographing Holiday Lights in Bryant Park

Produced by

Adorama

Links

Entry Credits