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

Products with Purpose

Winner in Graphics

Finalist in Fitness, Health, & Wellness, Brand Redesign

Entered in Art Direction, Global Campaign, Business to Business, Integrated Campaign

Objective

DSM operates in the nutritional products space, an industry with dozens of competitors all selling identical products. Lost in a crowded marketplace that feels like a sea of sameness, they needed help differentiating themselves and their offerings from a host of global companies vying for business. The objective was simple: Drive brand awareness, perception, and ultimately sales by telling a bigger story that made DSM seem like a one-of-a-kind partner who could offer their customers more than the average nutritional products company.

Strategy

We knew immediately that DSM would have a hard time differentiating themselves based on product. However, vision and values matter in this space. Thousands of DSM’s customers are genuinely trying to do good for the world through nutritious products.

We created a campaign that sought to highlight exactly that: Differentiate DSM based on what it believes, not just what it creates or provides. And DSM believes that when they add their insights and expertise at every stage of a product’s development, they can have a major impact on the world at large.

The “Products with Purpose” campaign paid off that vision and values story. We created a campaign that inherently differentiated DSM by going beyond the products they sell and focusing on the impact those products have on the world and its people. Rather than the “what,” we focused on the “why.”

We created visuals that were uplifting and unmistakably DSM, while allowing for specificity across the multitude of business units in the portfolio. The execution—100% custom CGI—already elevated DSM to a category on its own, far above the typical stock library used by the competition.

The campaign shows how DSM sees the individual impact of every product in a distinct and engaging way. On one side, there’s a common nutrition product that the competition sees. On the opposite side, we reveal the true purpose of that product and the impact it has on the end user. By drawing attention to the purpose, it demonstrates DSM’s unique understanding of the humanity of the end consumer and the real-life benefits nutritional products can have on the health and well-being of people worldwide.

Results

Over the course of the year, we unveiled the campaign both for customers and DSM’s employees, driving engagement and energy within the company as well as outside it. Employee interactions with the company’s social media shot up, and did so around the globe. Externally, there was massive uptake of the campaign globally. In multiple markets, from the United States to China to Brazil, earned media metrics skyrocketed, with over 121 placements, 114 press release mentions, multiple interviews in trade publications, and just under 6 million earned impressions.

Ultimately, DSM—from the boardroom to the factory floor—was delighted. As time progresses, the campaign continues to build and grow, and for thousands of employees, “purpose” is now firmly in the lexicon.

Media

Video for Products with Purpose

Produced by

Fingerpaint, DSM

Link

Entry Credits