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

From the 5th Annual Shorty Social Good Awards

The Endless Letter on Instagram Stories

Winner in Storytelling, Media Partnership, News & Media

Silver Distinction in Instagram

About this entry

Between 1941 and 1945 over 25 million letters were posted and delivered in the USSR. Ahead of the 75th anniversary of the Victory against Nazi Germany we have revealed a unique collection of 7,000 letters that were carefully preserved for decades in family archives. So we decided to give them a new read in the format of Instagram Stories.

“Endless Letter” is a unique graphic series featuring hundreds of excerpts from original WW2 front-line letters with illustrations created by young students of the Moscow RANEPA Design School as well as renowned artists Peter Bankov and Mikhail Sorkin. Emotional quotes from frontline missives were shared line-by-line in Stories creating a kind of "endless letter" with an original non-stop score by young Russian composer Max Makarychev. Letters from military schools, from the front line, from factories, hospitals and abandoned homes, some filled with hope, some carrying cherished last words. 

“Endless Letter” – is an emotional bridge between today’s peace and the horrific times of war when, against all odds, people loved, dreamed, experienced faith and anxiety. With “Endless Letter” our objective was to link the generations by narrative and visual means, with hope that our contemporaries and descendants will understand why this page of history should never be repeated.

This project is about the fate of an ordinary person. A soldier. A wife. A mother. A child. A father. It is a story of families who had to face such a horrid burden - a story about millions of people who lived and died during the second World War. One can only truly understand the full scale through emotional experience: through personal stories. And there is nothing more personal than letters. 

Why does this entry deserve to win?

The team worked with the renowned “Letters from the front” archive, perhaps, the most full collection of families’ war-time letters. It took the authors over 5 years to gather thousands of frontline letters from all over Russia. We decided to use the piercing quotes to create the “Endless Letter” and post them as Instagram Stories. 

We partnered with Moscow’s RANEPA Design School to make artistic illustrations to accompany each quote. Teachers, students, as well as famous artists Mikhail Sorkin and Peter Bankov took part in the project. Participation in the project was significant for students not only on an educaitonal level, but also as a human experience, deeply affecting their emotions, feelings of empathy and compassion. It resulted in over 500 illustrations in a variety of shapes, from collages to portraits. 

A specially composed 4-hour-long continuous soundtrack by Maxim Makarychev adds to the atmosphere of the “Endless Letter”. Together with the music and illustrations the letters’ phrases create a touching emotional effect. One can vividly imagine how authors of the letters missed their homes, worried for their mothers and fathers, desired to live and went to their death. 

The project features the unique #VictoryFont "May" which was created specially for the project - behind each character is a documented Reichstag inscription, hand-written 75 years ago by soldiers who conquered Berlin in 1945.

These letters open up a different, private, story of the war; it is a unique testimony that truly connects us with that time. They speak of daily life during the war - what soldiers saw on battlefronts, how their families survived back at home, what people dreamed of, what they hoped for. More than 500 short quotes and accompanying illustrations by young designers are put together into a single “graphic” narrative on Instagram Stories to a non-stop original music score.

In August and September 2020, “Endless Letter” went offline. In cooperation with the Moscow’s Department of Culture, a large-scale exhibition was held in 12 main parks featuring the works of young artists who took part in the project. Over 250 posters were specially created for this out-of-home experience which also had an interactive element - many of the illustrations could be brought to life through a special AR App. Tens of thousands of park-goers had a chance to watch the static images turn into animated musical shorts by hovering their smartphones over the prints.

Results

Project results and numbers:

- 40+ young artists

- 500+ unique illustrations

- Non-stop Instagram Stories soundtrack over 4 hours long

- Over 2 million views

- 100,000 engagements

- 30,000 subscribers

- Over 200 media mentions

Since the start of #VictoryPages on January 13th 2020 the project generated more than 35 million impressions, 250,000 engagements, over 50,000 followers, 4,000,000 video views (800,000 minutes of watch time) and 200+ publications in media. 

Media

Video for The Endless Letter on Instagram Stories

Produced by

RT

Links

Entry Credits