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

@WandaVision – Interactive Instagram Account

Winner in Instagram Presence

Objective

The unique, time-bending premise of WandaVision has its characters and viewers constantly questioning reality. The series’s Instagram account took a similar approach by presenting a seamless profile grid, with hidden, archived posts timed to campaign beats embedded in the art’s TV screens. As the campaign marched toward release, the TVs would inexplicably update to new, topical creative including countdowns, stills and even a hidden clip, all with the same upload date as the previous posts. Fans immediately took notice and questioned how this was being done, instantly citing the connection to the series and abilities of the character of Wanda Maximoff. 

Strategy

A seamless Instagram profile grid isn’t new, but our goal was to take that concept a step further into interactivity. By utilizing the archive feature, the account came alive as the TV screens flipped from static one day, to a two week countdown the next. To implement this, we needed a robust design with each TV screen encompassing a single Instagram post. From there, each screen would have a set of alternate images, uploaded in a very specific order and immediately archived before continuing to build the profile grid. To avoid flooding any users’ feeds with repeated uploads, the account was built on private before its launch, allowing a full reveal of the account for even its first follower. Our six TV screens continued to change almost daily in the two week countdown to WandaVision’s debut on Disney+. Each update would appear on the profile with the same upload date as every other post in the grid, confusing and exciting fans. After the show’s debut, the account began building upwards, recapping each new episode with an iconic quote across a new row of posts.

Results

After the first content switch on the profile, fans immediately took notice, commenting their confusion, disbelief and jokingly attributing the switch to the character of Wanda Maximoff from the series. This hypothesizing also spilled over onto other platforms, including Twitter. Multiple articles from online press outlets popped up as well. The account grew quickly, with currently 300,000 followers in its first 30 days. 

Media

Produced by

Walt Disney Studios Digital Marketing , Concept Arts (Agency)

Links

Entry Credits