5th Annual Shorty Social Good Awards Categories


The regular deadline is on Wednesday, August 26th, 2020.

From the 12th Annual Shorty Awards Best Integrated Campaign

This award honors the campaign most effectively integrating across social and traditional media channels. Entry should describe how content was modified and enhanced for each platform, worked together to create a unifying message and succeeded in meeting its goals.

For campaigns spanning multiple digital and social platforms, see Best Multi-Platform Campaign.

See previous winners and honorees here.

Finalists

finalist
gold
Visible Unlimited... Massages?
In an effort to drive awareness at both a national and local level simultaneously, Visible leveraged OOH, digital, and experiential tactics to design and execute a conversation worthy creative marketing campaign in Denver. In addition to increasing conversation around the campaign through earned media, user generated content, and social media, we …
finalist
Busch #Car2Can
Since 1979, Busch beer has played a variety of sponsorship roles in NASCAR (National Association for Stock Car Auto Racing) from sponsoring drivers to entire series. In 2019, they reclaimed the sponsor title, “Official Beer of NASCAR.” Our objective was to solidify Busch’s return to sponsorship by creating a deeper connection and affinity among NA…
finalist
Dyatlov Group's Journal: The last page
On February 1st 1959, the bodies of nine experienced hikers were discovered in the Ural Mountains, showing signs of gruesome yet puzzling injuries. All nine had fled their base camp in a blizzard without proper clothing or equipment. The truth of what happened to them has never been established.  On the 60th anniversary of the tragedy in 2019, …
finalist
audience
Global Launch of Powerbeats Pro
With Powerbeats Pro, Beats’ most technically advanced product to date, we had an opportunity to help Beats stand out and be taken seriously in a new way. But it wouldn’t be enough to simply talk about product features. The rest of the category was already doing that, with very similar product offerings. The team needed to connect the features and …
finalist
It's Gonna Be Maytag
May is a critical month for the Maytag business. Every year the brand runs its May is Maytag Month promotion, where consumers can purchase select Maytag appliances and receive a rebate by mail. By virtue of its name, Maytag tries to “own” the month of May, and every year it seeks new and creative ways to make the promotion memorable. But, like …
finalist
Love Death + Robots
When Netflix announced renowned directors David Fincher and Tim Miller were collaborating on a new adult animation series, hardcore genre fans remained wary.  Before any details from the Fincher/Miller project were released, aside from the title Love Death + Robots, social listening identified potential genre enthusiasts as confirmed skeptics, rep…

Nominees

#ProtectX
The #ProtectX campaign aimed to mobilize people across the country against the Title X gag rule (aka the domestic gag rule), and other Trump-Pence administration policies that take away our health care and rights. The Title X gag rule forced Planned Parenthood and other providers out of the Title X program, which provided birth control, STD testing, and wel…
31 Days of Holiday Survival
31 Days of Holidays Survival was a cross-platform seasonal campaign in December 2019, designed to promote Comedy Central’s on-air programming while creating ancillary content and products that simultaneously engaged Comedy Central’s social audience.
91st Oscars Nominations Announcement - Category Introductions
We highlighted classic filmmaking tools in short, stylized videos that preceded each category during the global live stream and live television broadcast of the 91st Oscars Nomination Announcement.
A Fazenda
“Ladies and gentlemen, we have arrived!” It is with this phrase that every day, from Sunday to Sunday, the host Marcos Mion begins the broadcast of A Fazenda on the screen of Record TV. The reality show is the bigger audience of the station and it is in its 11th edition and keeps significant numbers on TV and digital. In social networks, if we consider t…
Bans Off My Body
Bans Off My Body is a body- and sex-positive campaign about claiming your body as your own — a rallying cry for autonomy and equality. It expresses what’s at stake in this moment when access to safe, legal abortion and other reproductive health care lie under assault.  We aimed to:  Elevate our position and brand against these negative and harmf…
Best Integrated Campaign Award Submission
In Mozambique, many people face barriers to their health and wellbeing. Child marriage, high HIV rates, malnutrition, inadequate reproductive rights, and limited access to education—all compounded by gender inequality—are some of the challenges faced. Mozambique’s linguistic diversity (43 languages are spoken throughout the country) coupled with high illite…
Big Small Business Thoughts
Constant Contact is an established leader in online marketing with a mission of helping small businesses, side-hustlers, nonprofits and individuals efficiently and effectively market an idea online.  Our team was tasked with creating online video, TV, radio and social ads that spoke to the effectiveness and efficiency of our flagship email marketing prod…
Crest Whitestrips + MTV One Style Fits All
Position Crest 3D Whitestrips as a superior product among W25-54 and an integral part of a beauty routine – not just an “oral care chore” – to inspire habitual usage practices. Tapping into the new season of MTV’s The Hills, Crest challenged MTV to: Utilize show talent as a beauty expert to reinforce that Crest Whitestrips is the best and most effortl…
DBS SimplyGo Visa Launch Campaign
Background: What is SimplyGo? Land Transport Authority (LTA) and TransitLink have partnered the various payment schemes to introduce contactless payments on trains and buses in Singapore. With SimplyGo, you can use your contactless bank cards or Mastercard/Visa cards added to the mobile wallet immediately for fare payments. You will no longer have to …
Doritos “Another Level” + 2019 MTV VMAs
Leveraged the VMAs as the stage to debut the groundbreaking “Another Level” campaign to the masses, their :60 TV commercial that rejected the traditional ad format and was free of logos and any brand mention of Doritos.  We identified the moments, the star power, and the social innovations that drove the conversation in support of the new Doritos campaig…
Food Network + Old El Paso with Eddie Jackson
In 2019, Food Network and Old El Paso partnered with Eddie Jackson to inspire Food Network fans to show them that “anything goes in Old El Paso” via a cross-platform content marketing campaign. The objective of the Food Network and Old El Paso partnership was to inspire Food Network fans to unlock the magic of taco night and show them the ease of using the …
Gather, A JW Epicurean & Mindful Experience
Into 2019, JW Marriott continued to look for opportunities to differentiate itself as a luxury hospitality brand with immersive experiences for its guests. We realized that the expectations for culinary festivals to deliver, in a world of discerning palettes, has risen throughout the years. And we looked to set ourselves apart in the highly competitive food…
H&M Loves New York
How do you make a global brand feel relevant to a local community? 2019 is an important year for H&M. With the launch of its new Hudson Yards store, the brand will have had a presence in New York City for more than 19 years, but the excitement for H&M that was felt back then isn’t as strong today. We needed to reignite New Yorkers’ passion for the brand in …
Hilton Suites + Jonathan Scott “Bring It” Program
In 2019, Hilton All-Suites and HGTV partnered on the “Bring It” program, a joint advertising campaign across Hilton’s three all-suite brands, Embassy Suites, Homewood Suites and Home2 Suites. The program, led by HGTV’s Jonathan Scott of Property Brothers fame, sought to drive top-of-mind awareness for each of the three Hilton suites brands. The goal of the …
Impossible Foods: Grandma's House Grocery Launch
Our objective was to make Impossible Foods’ retail launch the biggest food story of 2020. In addition, we wanted to significantly increase awareness, excitement and sales surrounding Impossible Food’s debut in America’s most beloved grocery stores (Wegmans, Fairway, Gelson’s). Internally, this demanded seamless integration across PR, influencer, creat…
Just Right Campaign
Our objective with the Just Right campaign was to launch a disruptive ad, differentiating ourselves from the competition - not only in our tactics but also in the creative. By creating this character - Goldi Locks III - we borrowed from the equity of Goldilocks and the Three Bears to clearly communicate to consumers how our cars are "just right".  From a…
Life's Journeys
American Airlines does more than connect people from point A to B, we believe in travel’s ability to transform lives. This was evidenced by a groundbreaking 360 marketing campaign in collaboration with Stand Up To Cancer. The campaign spanned across six months, but the results will last a lifetime. We asked family and friends who have been affected by canc…
MTV Presents Madonna Live & Exclusive: ‘Medellín’ Video World Premiere
Madonna and MTV have shared a history starting with the early premieres of the pop superstar’s boundary-pushing music videos. In 2019 Madonna partnered with MTV to exclusively unveil the world premiere of her video and single “Medellín” with Maluma, during a globally televised and live streamed MTV music event, “MTV Presents Madonna Live & Exclusive: ‘Medel…
McDonald's Breakfast
McDonald’s came to Viacom to help drive in-store McDonald’s breakfast purchases during key breakfast windows and wake up breakfast.
Milk. Love What’s Real: How MilkPEP Inspired Real Moments with Milk
Milk has always been a staple in family fridges. The problem? Many Americans don’t realize it. From mom's mac & cheese to birthday cake and ice cream, real dairy milk's a part of the foods and moments that matter to Americans. That’s why, The Milk Processor Education Program launched the new Milk. Love What’s Real campaign, designed to highlight the realnes…
Minshew Mania
After Gardner Minshew lit the football world on fire, we wanted to take the mania to the next level. We needed to strike while the iron was hot and by Week 6, Minshew was radiating the kind of swagger you only see from icons. It was time to harness the mania and unleash it all at once.
Mobile ID: Creating the Digital Transformation for Your Driver’s License
The state of Oklahoma became one of first states in the nation to begin implementing a mobile driver’s license. The promotion of mobile ID technology culminated during one of the largest state events of the year - the Oklahoma State Fair. The 10-day promotion at the fair served as a key opportunity to showcase and promote Oklahoma’s leadership in completing…
Napapijri #FutureTees
Napapijri.  An Italian fashion brand. A Finnish name. The Norwegian flag as the logo. A name not many can pronounce. Napapijri came to us wanting to create noise in the UK market, a place where their presence was relatively unknown. We designed an ambitious, socially-lead, 360 campaign strategy targeting the London hype scene. Our goal was to gener…
POOP, but make it fashion
Poo~Pourri, the original before-you-go toilet spray, takes pride in being a daring brand that also likes to have fun. In the fall of 2019, after receiving feedback from our customers and loyal influencer partners, we launched a chic, glitter-themed bottle perfect for the beauty fanatic. Following the success of that launch, which quickly sold out online and…
Peace Plan For A Safer America
Every day in America, more than 100 lives are taken by the deadly epidemic of gun violence. Gun violence is the second-leading cause of death among children overall and the first-leading cause of death among black children. While tragic shootings continue to draw spurts of attention to the issue, little action has been taken at the federal level by polic…
Pepsi #Summergram
BUSINESS OBJECTIVE: Pepsi needed to reverse a four-year trend of declining summer sales—and combat diminishing soda sales overall. Leading up to the summer of 2019, Pepsi was faced with serious challenges: from declines in consumption, to a resurgence of competition with their top competitor during the key summer selling season. COMMUNICATIONS OBJECTI…
Primetime Purple
In 2019, the Minnesota Vikings had the opportunity to wear their alternative uniforms at home for the first time since 2016. The challenge was that these uniforms were formally called the Color Rush uniform, after the since-ended NFL game theme. A new name, Primetime Purple was created to give these uniforms a unique and elevated status, to increase brand a…
Real Friends
Real Friends — Snap Inc.’s first-ever global integrated marketing campaign — aimed to drive relevance, as well as raise awareness of Snapchat's core product value: communication between close friends. Through the voices of luminaries and over 70 Snapchatters from around the world, Real Friends put a spotlight on the value and importance of the people who lo…
Refinery29 X Eloquii Collection
In 2018, Eloquii tapped Refinery29 for a viral idea that would bring brand awareness to Eloquii and disrupt the plus size retail category. Why? Although 67% of all women are size 14+, plus size women have less clothing opportunities — think: some retailers only sell their plus size pieces online while others house plus size items in totally different sectio…
Strong Brew Monday
Keurig was looking for authentic ways into cultural conversations, moments where consumers are talking about and more open to coffee. To start 2019, they didn’t want to let the biggest social conversation of the year pass them by. But how could establish a natural connection to the big game? What role could coffee play on a day defined by the food, the comm…
The Captain Meets the King
In 2019, Budweiser became the Official Beer of La Liga. Our challenge was to extend Budweiser’s global “Be A King” campaign into football culture in a distinctive way that breaks the mold of traditional sports and talent sponsorships like signage, fan experiences, ticket giveaways, and talent meet and greets. To stand out from the sea of other sponsors we n…
The Macallan Edition No. 5: The Art & Science of Whisky
This summer, The Macallan launched Edition No. 5, the fifth bottle in its annual limited edition series. This expression explores the role that exceptional oak casks play in shaping the natural color of The Macallan whiskies. To celebrate the importance of natural color, The Macallan sought out a collaboration with the Pantone Color Institute to create a un…
The Thrown Out Flag
The Rainbow Flag has been the symbol of pride for LGBTQ people everywhere. And it’s been embraced by the world with great fanfare. But not everyone is celebrating. 40% of homeless teens in the US who come out of the closet are thrown out onto the streets by their parents. Our charge was to communicate the real truth. That we’re not there yet with compass…
Waiting with Huell
Following a five-year hiatus from AMC's popular Breaking Bad series and in an effort to excite fans for the premiere of El Camino: A Breaking Bad Movie on Netflix, Chemistry created “Waiting with Huell.”
[ yellow tail ] Tastes Like Happy Super Bowl Campaign
We aimed to achieve the following objectives through [ yellow tail ]'s "Tastes Like Happy" campaign: 1) Create a year-round sustainable consumer-led brand story platform (& ween us off of our unsustainable Super Bowl spend;  2) Ignite an ownable point of difference (POD) for the brand; 3) Achieve breakthrough awareness of our new purpose- “to bring happines…
bubly Sparkling Summer Cocktail Recipe Series
This Summer, bubly wanted to establish brand association between the amazing feeling of a summer Friday and the brand. Through a partnership with ELLEN, bubly harnessed Ellen’s official Instagram, and our O&O ellentube.com to extend this brand messaging as consumers scrolled through their feeds through a refreshing Sparkling Summer Cocktail Recipe Series.  …

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.

entries are open for the shorty social good awards. the early deadline is on june 24th!