Today, we kick off the 17th Annual Shorty Awards.
The significance of turning 17? Independence, freedom, and ambition - a thrill for what’s next, and nostalgia for what got us here. Just like the evolution of social media and the creator economy.
In 2025, both the number of US social network users and social video ad spending will surpass linear TV; creators are redefining media, marketing and commerce (source: eMarketer).
This Year’s Challenge: Break The Rules
In an industry where creativity knows no bounds and ideas flourish, it’s time to celebrate those who dare to defy the status quo and inspire others to envision new possibilities.
The 17th Shorty Awards shines a spotlight on trailblazers - fearless individuals and campaigns who take bold risks, shatter expectations and lead the charge toward meaningful transformation.
We challenge you to break the rules - disrupt the antiquated norms in creativity, engagement, and society.
Creative Rulebreakers in Action
The Shortys' history is filled with audacious trailblazers who dared to defy the norm. These creative pioneers not only pushed the boundaries of their respective industries but also inspired others to rethink what it means to engage and connect with audiences.
Here are some of the most remarkable rule-breaking campaigns that have left an indelible mark:
Always' #LikeAGirl
Always made waves with its iconic "Like a Girl" campaign to empower young girls with confidence. The campaign flipped the narrative around what it means to do something "like a girl," encouraging young girls to embrace their strength and authenticity. This initiative sparked a global conversation about gender norms, inspiring both girls and women to challenge outdated perceptions and celebrate their true selves.
Dove & LinkedIn's #BlackHairIsProfessional
Dove and LinkedIn tackled the pervasive issue of hair discrimination in the workplace and celebrated the beauty of natural hair. The campaign brought attention to the biases many people face based on their hairstyles. This collaboration advocated for a more diverse and equitable workplace culture and inspired companies to evaluate their own policies and practices.
Nike's #MakeTheRules
Nike reshaped sports for women, pushing female athletes into the spotlight as icons. From innovative shoe designs crafted specifically for women to powerful advertisements celebrating their achievements, Nike championed the message that women belong in sports at every level. This groundbreaking campaign inspired countless women to pursue their athletic dreams and opened doors for future generations.
Liquid Death
Liquid Death disrupted the beverage industry by positioning water as a rebellious lifestyle choice rather than just a hydration option. A daring marketing strategy featuring edgy branding and a punk-rock aesthetic broke conventional norms in wellness marketing. This unique approach captivated consumers and redefined how we think about bottled water.
Celebrating Rulebreakers in Our Categories
This year, we unveil a bold lineup of categories designed to celebrate the daring and the innovative - those who defy the conventional and reshape the creative landscape.
Here’s a glimpse at the standout categories that break the rules:
Social Good Campaign
This category shines a spotlight on campaigns that spark change and confront the status quo. We honor those who fearlessly tackle tough issues and inspire action through compelling storytelling that resonates deeply with audiences.
Generative AI
In a world where creativity meets technology, this category celebrates innovative uses of AI in the creative process. We encourage creators to push boundaries and explore the limitless potential of digital innovation, changing how we approach artistry.
Interactive Content
Transforming the traditional advertising paradigm, this category recognizes campaigns that invite audiences to become part of the story. Turning passive consumption into active participation, these creators redefine engagement and forge deeper connections.
Humor
A little wit goes a long way! This category showcases campaigns that cleverly employ humor to engage audiences in delightful and unexpected ways. These entries remind us that laughter can be a powerful vehicle for connection and communication.
Creative Use of Technology
Celebrating brands that embrace cutting-edge technologies, this category pushes the limits of how content is created and consumed. We honor those who are willing to experiment and redefine the norms of engagement, making the impossible possible.
Why It Matters to Break the Rules
This is what our judges, some of the most brilliant minds in the industry, have to say about the impact of rule-breaking campaigns:
“I’m always looking for a great idea first and foremost. One that’s engaging and disruptive – something that comes from a cultural insight or answers a social problem.” – Naz Nazli, Creative Director at Meta
“The most inspiring work on social does more than just stop the scroll with shock value—it provides deeper insight, connection, inspiration, impact, or adds to the conversation, whether in a niche community or global issue.” – Sarah Gardner, Director of Social Media at National Geographic
“Work that pushes our industry forward with an intentional cultural nuance. Marketing is not just an avenue for creativity but it’s a medium for societal influence and as a result we have the distinctive responsibility to create work that acknowledges the world we are navigating while keeping our consumers at the epicenter. In addition, strong work should always look to break the mold of what traditional mediums exist and instead hack the format in a way that most would not have considered.” – Aaron Fracois, Associate Strategy Director at Laundry Service
This is the year to defy limits, so take risks, lead the way, and aim for moonshots.
We want to see your boldest work - show us how you’re breaking the rules and raising the bar for creativity and effectiveness.
Share your work today!
Download the entry kit and learn more about the categories here!
