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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.

Kay - There Is A Ring For That

Finalist in Instagram Partnership

Objective

When TV host, Jaymes Vaughan, was getting ready to propose to Mean Girls star, Jonathan Bennett and needed an engagement ring stating: “What happens when one guy wants to propose to another guy? Where are the rings for that?” We knew, Kay Jewelers was the perfect partner.

Kay has made it their mission to stand up for love in every form and was poised to be the first major retailer to design an engagement ring tailored for the LGBTQIA community.

 

 

 

 

 

Strategy

Jaymes was already a fan of Kays, reaching out to us about his suprise proposal idea. We saw an opportunity to not only be a part of this special moment, but work with Jaymes to create a ring specially designed with the LGBTQIA community in mind. So, together, Jaymes with top Kay designers created a stunningly original ring: diamonds facing outward, for the engagement, then flipped, with the diamonds facing inward, for marriage—as a reflection of their love for each other. 

Meticulously coordinated, the surprise proposal came off without a hitch, with its own sound track—an emotional song, written and produced by Jaymes himself. It was a real, heartfelt and sincere moment, with the Kay ring at the heart of it.

Results

The emotional power of the story delivered unforgettable results: 631M Impressions, 430K Engagement, 442% Increase in web traffic, $5.6M+ Ad Value

An authentic brand partnership, turned an engagement and a ring into a symbol of equality for the LGBTQIA community—helping position Kay as a true champion of love.

Media

Video for Kay - There Is A Ring For That

Produced by

MediaCom Creative Systems, Kay Jewelers

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

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