entries for the 11th annual shorty awards are open now enter!

11th Annual Shorty Awards Categories

See below for official categories. The early entry deadline is November 29th, 2018.

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

From the 7th Annual Shorty Awards

GLA Packed

Finalist in Auto

About this entry

We built excitement for a car, without ever showing the car. Instead, we asked what you'd take with you.

Why does this entry deserve to win?

We wanted to build anticipation for Mercedes-Benz first compact SUV - the GLA. But getting Gen-Y to care about the launch of a new, more affordable Mercedes was one challenge. The biggest challenge? Months before launch, there was not a single GLA in the country.

GLA Packed was a category-busting campaign that used the cargo space of the vehicle, instead of the vehicle itself. We created custom luxury mats that represented the cargo footprint, and sent them to celebrities and creatives across the country. Their challenge was to treat the mat as a blank canvas, to express their personality and multi-dimensional lifestyle.

These distinctive images were shared across the influencer's social platforms, resulting in over 90 million impressions. And with a stunning 100% net sentiment positive response to the content, the campaign points the way forward for automakers questioning the conventions of "sheet-metal" marketing.


Video for GLA Packed

Produced by

Razorfish, North Sea Air, Tinker Street/Tinker Mobile


Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Snapchat, Instagram, Twitch, TikTok, and the rest of the social web.

The Shorty Social Good Awards will be held November 15, 2018 in New York City