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

PUMA Hoops - LaMelo Ball 'Not From Here'

Winner in Instagram Reels

Objective

PUMA Hoops signed the biggest NBA prospect of 2020 - LaMelo Ball. Our mission was to shout it to the world in a way that would make headlines, create buzz, and put PUMA at the center of basketball conversation. Most importantly, our goal was to use the newly rolled out format — Instagram Reels — to elevate the story we wanted to tell about LaMelo.

Strategy

LaMelo Ball is a man of unique talents, a result of his unusual journey to the league via Lithuania and Australia. It was along this journey that he honed his distinctive game, focusing on improvisation and passing abilities. He grew an additional nine inches during this time, and coined the phrase “Not From Here.” Melo’s talents and size for the point guard position make him a prospect never before seen in the NBA. 

When PUMA Basketball signed LaMelo Ball to a multi-year endorsement contract, we took the announcement of the partnership as an opportunity to showcase the talents that make Melo truly “Not From Here.” In a series of five short Instagram Reels, we used hidden cuts to exaggerate Melo’s talent, making the viewer question if what they were seeing was possible. 

The videos were shot in a lo-fi nature, to mimic the content that defines IG Reels — as if a bystander in the gym had captured this candid scene. Instagram Reels is designed to be fast and fun, characterized by special effects through smart editing techniques, a perfect platform to bring our “Not From Here” story to life. We used the platform to launch our videos starting the day of the endorsement announcement.

Results

The ‘Not From Here’ video series was raw, lo-fi, and scrappy despite a multi-million dollar ambassador deal — but that’s why it was successful. We adapted to the newly launched Instagram Reels in a way that felt authentic to the format — ten seconds, no dialogue, simple yet effective. We put our own unique spin on an existing trend (“editing magic”) on Reels, and found the angle into basketball. The series of Reels received 25.1M organic views across PUMA owned + LaMelo Ball social channels. LaMelo Ball, Highsnobiety, NBC Sports, Sports Illustrated, The Score and more reposted the series. The Reels exceeded our expectations for engagement, despite not having a benchmark, given the new format. But to put this into perspective, the top “Not From Here” video alone was viewed 5x more than our most viewed in-feed video of 2020. They also garnered 5.6k Comments and 1M Likes. The edit approach also triggered strong, positive reactions from fans. The edits and transitions were so clean that fans praised it and believed Melo’s moves. Some had doubt. Debate among fans ensued to try to figure it all out. 

Media

Video for PUMA Hoops - LaMelo Ball 'Not From Here'

Produced by

Nowadays, PUMA Basketball

Links

Entry Credits