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Special Project

Special Project
From the 14th Annual Shorty Awards

Amazfit – Every Minute Counts

Entered in Multi-Platform Partnership, User-Generated Content


Amazfit wanted to bring brand awareness to their new smartwatch series in a way that their competitors had never done before, and on a conservative budget. This meant no well-known professional athletes or dramatic sport visuals – Amazfit wanted to communicate an impactful message that would be relatable and inspirational to individuals of all walks of life. We had to get emotional. We needed a story that would convey blood, sweat and tears. We needed a story that would resonate with our souls – and what could be more inspiring and true-to-brand than the story of the underdog.

The message?

You can’t give up because every minute counts.

Strategy and Execution

We partnered with talented athletes around the world that were underrecognized but undeniably skilled – the underdogs. The one thing that these great athletes have in common is not that they haven’t advanced to the next level, but that they have never given up and continue training relentlessly to up their game. We used social media to share their journeys and dreams with the world and encouraged users to participate by asking them to share how they up their game in their daily lives on Facebook, Instagram and Twitter, for a chance to be featured on a billboard in New York City’s Time Square.



The world was excited to see stories that made them feel seen, and Amazfit’s #UpYourGame campaign made it possible: 3,389,815 impressions and 764,745 engagements on Facebook, 9,129,564 impressions and 986,302 engagements on Instagram, and 1,161,794 impressions and 157,192 engagements on Twitter. Amazfit gave those who feel unheard a voice.


Entrant Company / Organization Name

Hylink Digital Solutions, Amazfit


Entry Credits