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Special Project

Special Project
From the 15th Annual Shorty Awards

A Mountain of Entertainment

Gold Honor in Brand Awareness Campaign


Paramount+ is home to a mountain of entertainment! With movies, kids and family programming, news, sports and events, unscripted TV, adult animation, and scripted shows, Paramount+ has the most diverse content offerings in streaming.

The objective of the campaign was for Paramount+ to make a splash and stand out as a must-have service in a crowded streaming marketplace, demonstrating the vast amount of content it makes available. Utilizing notable and beloved characters from across the brand's history, a mix of faces familiar to old and new viewers alike, Paramount looked to convey the idea of a monolithic corpus of media content and its inhabitants, demonstrating the huge value of a Paramount+ subscription and cluing viewers in about new one-of-a-kind offerings that can only be found on the service. It also wanted to show that Paramount+'s massive content offering means there's something for everyone.

Strategy and Execution

Continuing the adventure from last year’s viral “Journey to the Peak” Super Bowl campaign, Paramount+ takes viewers back to Paramount Mountain, “where entertainment lives,” to check in on a new mismatching of notable Paramount+ characters in ridiculous scenarios. Paramount+ leveraged the huge amount of content available on the platform to throw a variety of beloved characters together in unexpectedly funny moments as they ascend the mountain. 

Viewers were invited to visit this veritable mountain of entertainment digitally through their premium streaming service to follow the adventures and stories of the characters in the campaign, be they memorable tales from years past or new and ongoing journeys.

With the brand's previous campaign being a well-loved and tremendous success with its viewership, providing an equally successful follow-up was no small feat. Paramount rose to the challenge by revisiting its iconic mountain with the same heroism and humor as the first campaign, doubling down on its promise to offer quality content, unforgettable characters, superior service, and memorable stories, all on an accessible and affordable platform.

With a series of artfully crafted tv spots and promos, the Mountain of Entertainment 2.0 campaign showed once again that Paramount+ provided a home to a cornucopia of tremendous tales. The scaling of Paramount Mountain provides a reflection of the studio itself, tirelessly facing pitfalls and hurdles, to make it to the top.

The campaign ran over approximately two months, with spots appearing during the Winter Olympics, March Madness, the NBA All-Star Game, The Grammy Awards, “Good Morning America,” “American Idol,” “This is Us,” “The Walking Dead” premiere, MLB opening night and other high-impact moments in the first quarter of 2022.


Paramount+'s success as a platform has been in part due to its ongoing efforts in providing a clear message to its viewership: There is so much content on its platform that there's something for everyone. With 6.8 million new subscribers in the first three months of 2022 alone, the growth of the streaming service has only accelerated since its inception, with marked jumps during its highest-profile ad campaigns.

Invited to join in on the fun by the cast and characters of some of the most popular series and films available on the studio's streaming service, nearly 40 million viewers have found what they are looking for on Paramount+.


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