13th Annual Shorty Awards Categories

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

From the 8th Annual Shorty Awards


Finalist in Auto

Entered in Social Good Campaign, Twitter

About this entry

The Lexus December to Remember holiday campaign has existed almost as long as the brand itself. Its unforgettable jingle and bow make it a holiday classic. A very successful holiday classic—the Sales Event continues to make December the top sales month for Lexus each year. In recent years, however, the campaign has fallen victim to Internet trolls. They troll everything from the jingle to the bow to the idea of people getting a Lexus as a gift.

Why does this entry deserve to win?

So this year, we decided to turn naughty into nice by trolling our trolls. We took the meanest tweets we could find and filmed dozens of response videos. We responded directly to our trolls, and incentivized them to retweet in the name of charity. For each retweet our videos got, we donated $50 to the Boys & Girls Clubs of America. They applauded us, retweeted us and helped us spread some holiday cheer.


8 million impressions.

$82,150 raised for the Boys & Girls Clubs of Ameria.


Video for Trollidays

Produced by

Team One, Lexus

Entry Credits

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