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. The early deadline is on December 3rd, 2020.

From the 8th Annual Shorty Awards

That New Phone Feeling

Finalist in Animated GIFs

About this entry

For the past several phone launches, Samsung had stuck to strictly incremental upgrades while the phones looked mostly the same. Only a devoted tech audience tuned into the phone launches to hear about a brand-new processor speed or a camera upgrade. Fans knew what to expect and a wider audience wasn't interested in the geeky nitty gritty.

But the Galaxy S6 was a totally different animal. The plastic was now replaced by curved glass and carved metal. It featured a revolutionary dual edge display. These weren't small upgrades but a powerful device with a sparkling new aesthetic.

Samsung knew it had something special and wanted to break the status quo of tech driven launches. So they tasked us with finding a way to give the Galaxy S6 all the attention it deserved and then some.

As we examined and played with it, we found ourselves captivated by the new phone — and knew users would feel similarly. Each time you picked it up, swiped your finger along the edge, sent a text, or took a photo, it would give you the same excitement you felt the very first time you unboxed it. We aptly named this emotion That New Phone Feeling and used it as the basis for our entire campaign.

Why does this entry deserve to win?

To reach an audience outside our norm, we tapped into the internet's preferred method of communication - the looping GIF. Combining this with the repetitive compulsion you get from That New Phone Feeling, we created a single, hypnotic, music video composed of over 200 GIFs. With a buoyant pop song by the rising star Lyz, the video perfectly articulated how the S6 makes you feel: every touch of the curved glass, every swipe along the edge, you're compelled to do it again and again.


We broke through into the cooler interwebs. Receiving media pick-up from music bloggers, fueling Reddit debates, and surprising the tech blogs who were expecting the same ole' thang. It was a big step forward, in the evolution of Samsung from a strictly tech powerhouse to a burgeoning pop brand.


Video for That New Phone Feeling

Produced by

Big Spaceship LLC, Samsung Mobile


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, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

the 13th annual shorty awards for brands and organizations is open for entries! early deadline on dec 3rd, 2020.