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


Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family


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 Efforts

Self-Defined (Social Campaigns)


Social Presence


















Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)


Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action




Polls & Surveys

Integrated Experiences


Live Events



Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)


Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership


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.


Account Management



Art Direction

Brand Marketing

Campaign Management


Community Management


Creative Direction


Data Analysis




Partnership Management



Project Management

Public Relations




Talent Management



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



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



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 8th Annual Shorty Awards


Entered in Gamification

About this entry

#DesafioDoPintinho was an Instagram challenge, designed to go viral and to promote the comeback of one of the top Brazilian TV hosts, Gugu. It ran on February 2015, one week prior to the first airing, and consisted of Gugu himself dancing and singing his famous song, about a yellow little chick, on Instagram. He challenged three other people to do the same, in a kind of strategic cobweb that was create to amplify its reach.

Gugu, back in the day, used to sing a song about a yellow little chick - and danced to it, while everyone mirrored, when he had a Sunday afternoon show. Now he was back at Rede Record, after a short hiatus, but at night. Like his young days, when he hosted late shows.

To promote that return, to raise awareness of the comeback (and even of this new identity, funnier and self-conscious of its "vintage hype"), we designed that 'challenge' - that worked somehow as the Ice Bucket Challenge, and means something like #LittleChickChallenge, in Portuguese. It should be viral and not involve any budget whatsoever. We would not have "winners" at the end, but the contest would result in some of the coolest videos by random people being shown on TV among the celebrities who did it as well.

Why does this entry deserve to win?

First we came up with the idea of using Gugu's traditional Pintinho Amarelinho song, because it was iconic, to somehow push up his comeback. We definitely should use biggest coolest old stuff of his past to make it happen. All right. With no budget involved, we need to make the thing go viral a week prior to the first airing. And manage to make people join it willingly, because it obviously can't end up being a failure.

There was one way out: we got a sheet of paper and started drawing a chain reaction. Gugu always danced with a lot of kids and people mirroring along, somehow like an old Britney Spears music video (which was contemporaneous, by the way). That would have to be transposed to the social media environment.

Challenging three people would be the traditional way to go, having the ice bucket challenge in mind. But, if he went with three random people, the chain could break and die at any moment - if they refuse to do it gradually, because, of course, no one was paid to do it (no budget!) or forced.

So we designed a cobweb. Our chain. Two of the three challenged people would be TV show hosts of our own network, so we could ask them to help and keep the chain going. And the third one would be anyone they want. Friends, coworkers, family, fellow celebrities, whatever. That way, we kept the challenge's "flux" going on, at the same time that people got invited in. Singers, actors, regular people.

We kept this strategy for the first five layers of the pyramid - which means Gugu, at the top, challenged two of our show hosts and a third person. For those two show hosts, we asked them to challenge two more show hosts and a random third part. Going like this until the fifth layer. From that point on, we knew that the initial push would be enough and that the project would spread on its own. And it worked. Out of the blue, videos with celebrities started popping up on our feeds, along with videos from all over the country.

It was, indeed, a Brazil-only strategy and we knew that - since Gugu is widely famous here, one of the most famous TV host of all time in Brazil. Only here. We projected that, if all of this was done with a worldwide known show host, like an American one, with American celebrities (that are known all around the globe), most certainly this would have been a world-class challenge - and maybe, who knows, it inspires fellow social media strategists to do something like this!


#DesafioDoPintinho was designed to, without cost, active some of the biggest personal Instagram accounts in Brazil. The result was fabulous: Neymar Jr., one of the world's top 15 Instagram users and by far the leading Brazilian account (now with almost 35 million followers), did it.

And so did his fellow football player, David Luiz, that holds the 3rd biggest Brazilian account. Something a brand would have to pay millions of dollars to have - and we had it free, just by dancing and singing! Someone arbitrarily invited them to join, and they jumped in. With them, a bunch of other celebrities that holds, each one, millions of followers.

Our strategy of workflow with two-thirds consisting of our own "system" turned out to be a solid choice, giving strength to the project, and, in the end, it paid out. It made possible for regular people and other celebrities to join and, at the same time, kept the flux active, nonstopable.

For that third element at each challenge, we had both celebrities outside of our network, such as singers, actors, TV hosts, and regular people, of course. Joining and playing along.

People could post their videos wherever they wanted, but Instagram, being huge in Brazil, was the main platform for the campaign. Resulting in millions and millions of impacts. We had spontaneous media and coverage even from our competitors.


Video for #DesafioDoPintinho

Produced by

R7 - Rede Record


Entry Credits