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 9th Annual Shorty Awards

John Wick 2

Finalist in Entertainment

About this entry

Having avenged his dog and won over audiences in his successful first run, John Wick returned bigger, badder, and better than ever. Our goal was to expand on the success of the first film by building on what made it unique while amplifying it like never before. All social efforts aimed to tap into the full throttle excitement for the sequel to create a well rounded - buzz worthy campaign.

Why does this entry deserve to win?

In building anticipation for the sequel, we leaned into the stylized, intense action that caught audiences by surprise – energizing the core audience to spread word of Wick.

With a strong anti-Valentine's Day campaign, John Wick's social accounts brought the film's holistic efforts into the digital world. With a strongly executed anti-Valentine's Day campaign, new audiences were excited to see a new genre. Heavy action and thrills with and copy catered toward the recently scorned and love-burned helped expand John Wick's social reach. Those who typically stay home and avoid the internet were now compelled to go to the movies.

Our supercut distilled the first movie to 2 minutes of mayhem; the campaign then expanded to encompass the sequel's larger world with new characters, new locations, new dog, and new insights into the Continental.

Social posts nailed the tone and voice, serving up Wick's deadpan delivery with an occasional bit of humor – and fans ate it up. Their anticipation led to a rousing $30M opening weekend against heavy Valentine's Day weekend competition.


Across Facebook Twitter and Instagram the results were worthy of the penthouse suite at The Continental hotel.

Strong organic performance was also beefed up with additional success with paid media where John Wick created over 500 ad variations on Facebook that garnered:

And the supercut? Released initially in partnership with Fandango, it exploded across social:


Video for John Wick 2

Produced by

bpg, Lionsgate


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

winners will be announced in may. follow us to be notified!