Shorty Social Good Awards

Entries for the Shorty Social Good Awards are now closed. Stay tuned for the announcement of finalists! View entries submitted below.

The Shorty Social Good Awards honor groundbreaking corporate social responsibility and sustainability campaigns that organizational and marketing teams have worked so hard to realize. While the Shorty Awards have long-honored the best of social media, this competition includes efforts made by organizations to improve sustainability and diversity internally, foster globally-minded business partnerships and increase employee community and civic engagement.

The Shorty Social Good Awards

A new awards program to honor the social good initiatives brands, agencies & nonprofits are taking on to make our world a better place.

Highlights from the 8th annual shorty awards ceremony

The 8th Annual Shorty Awards took place in New York City on April 11th, 2016.

8TH ANNUAL SHORTY AWARDS WINNERS

Influencers

Dwayne Johnson
Before beginning his acting career, Dwayne Johnson was best known as WWE’s “The Rock," calling himself “The People’s Champion." In 2001, he took time off from wrestling to pursue acting with his 2001 debut in The Mummy Returns. Splitting his time between the ring and the screen, Johnson is probably best known for his roles in the Fast and Furiou...
Taraji P. Henson
While her acting career is extensive, Taraji P. Henson is best known for her role opposite Terrence Howard in 2005’s Hustle & Flow and her Academy Award nomination for 2008’s The Curious Case of Benjamin Button. Last year, she reunited with Howard as co-leads on FOX’s mega-hit musical drama Empire as the incomparable Cookie Lyon. As Cookie, Tara...
Jimmy Fallon
From SNL to Late Night and now as the host of NBC’s The Tonight Show, Jimmy Fallon is a staple on American television. A trained comedian and native New Yorker, Jimmy understands the use of social channels to promote digital shorts, upcoming guest appearances, and his many side projects. Whether he’s hanging out with his celebrity friends or at ...
Kevin Hart
He may be one of the shortest comedians on stage, but he’s one of comedy’s biggest stars. His stint on FOX’s Undeclared or in smaller roles in Soul Plane and Little Fockers made an impression, but Kevin made it big with his comedy album I’m A Grown Little Man. His recent sold-out What Now? tour set is getting a 2016 theatrical release, and he’s ...
Misty Copeland
Misty Copeland is the first African American female principal dancer for the American Ballet Theatre. When the announcement was made, social media burst into excitement from other ballerinas, celebrities, and even politicians. With nearly 900k followers on Instagram, @mistycopeland posts beautiful shots from her dances and various photo shoots, ...
Adele
You know you’re famous if you can make flip phones cool again. Adele is a globally celebrated singer after only three studio albums. Along with her 10 Grammy Awards, she’s also won an Academy Award. Five years after her second album, she released a :29 clip online of her first single “Hello" from her third album, causing a social media frenzy. O...
Troye Sivan
Troye Sivan was first introduced to us as an actor in X Men Origins: Wolverine, but he’s most popular for his robust YouTube channel, with more than 3.6 million subscribers and 203 million views. Troye is a self-made musical sensation. His sensitive and progressive music videos often feature gay relationships in positive lights, and in 2013, he ...
The Late Late Show with James Corden
The Late Late Show with James Corden on CBS has a more casual feel than its big brother, The Late Show with Stephen Colbert. James is an English actor and comedian, who pokes fun at Americanisms and is famous for his segment Carpool Karaoke, featuring chart-topping musical guests like Justin Bieber, Stevie Wonder, and Rob Stewart riding in Corde...
Zach King
LA-based Zach King has been widely heralded as the king of Vine magic, and is one of the most popular filmmakers on the app with over 1.2 billion loops (which doesn’t even begin to account for the millions of views on all the homemade compilation videos users have uploaded to YouTube). Zach’s visual trickery has made him a viral star unlike any ...
MeechOnMars
Demetrius Harmon, aka meechonmars, makes his vines in his bedroom in his mom’s house in Detroit. As a senior in high school in 2015, Demetrius took hilarious and awkward moments from school life, like finding out the answer you got to a test question was completely different than your friends’, and turned them into six-second skits starring hims...
Mikaela Long
Mikaela Long can look crazy in some of her vines, but you cannot help yourself from laughing at her absurdity. She certainly knows how to tap into the feelings of a girl who’s waiting for a guy to text her back, or how to channel the insanity of people during a marriage proposal. With a flare for the dramatic and eyebrows that are always on flee...
Us The Duo
Us The Duo artists Carissa and Michael Alvarado are known as the first musicians to become established via Vine. The married duo posted their first #6SecondCover vines in 2013 and are closing in on 5 million Vine followers. Since then, they’ve scored a record deal with Republic Records, recorded two studio albums, went on tour with Oprah, and we...
Good Mythical Morning
Good Mythical Morning is currently the most-watched daily show online with an average of 100 million views per month and over 9 million YouTube subscribers. Created in January 2012 by Internetainers Rhett & Link as a simple way to connect with their fans, the series now boasts over 800 episodes and is in its 9th season. Good Mythical Mo...
Roman Atwood
Beware the wrath of Roman Atwood. Since creating his prank channel on YouTube in 2009, nearly all of his pranks have gone viral, regularly racking up millions of views. His most popular videos of the year had Roman turning his living room into a ball pit and pretending to get his son killed with an exploding ATV, much to the horror of his girlfr...
Prank vs Prank
Prank-loving couple Jesse and Jeana launched to internet celebrity through a series of tricks they played on each other and posted to YouTube. With more than 9 million subscribers and the title of “YouTube’s best pranksters" by USA Today in 2013, PrankvsPrank includes how-to segments—how to prepare the trick and record the reactions. Often colla...
Sprinkle of Glitter
Louise Pentland, aka Sprinkle of Glitter or Sprinkle of Chatter on her social media outlets, is a British fashion and beauty vlogger who’s often joined by her adorable daughter Darcy. Louise is known for her unbreakable upbeat attitude in the face of difficult DIY projects or life events, like her divorce, which she addressed online, inspiring o...
Lindsey Stirling
Lindsey Stirling is a violinist and dancer who made her career in the “futurist world of electronic big beats and animation," after appearing on America’s Got Talent. Her most popular YouTube video, “Take Flight," tells the story of an animated Lindsey on an adventure through time and space to a fast violin beat and bright lights. Her YouTube ch...
DJ Khaled
DJ Khaled is one of hip hop’s most famous DJs, with his songs blaring from radios all around the world. His trademark is announcing his name—“DJ KHALED!"—at the beginning of all his tracks, working with artists like Drake, Trey Songz, and Chris Brown. On social media, he’s known for being both outrageous and humble, using Snapchat everyday to of...
King Bach
Surpassing celebrity Viner Nash Grier’s ranking in early 2015, Andrew Bachelor, aka KingBach, earned the title of most popular Vine celebrity in early 2015. With 14.5 million followers, the LA-based actor, comedian, and internet personality has risen to stardom through his viral comic sketches and hard work. Signed to UTA, Andrew scored regular ...
Casey Neistat
YouTuber Casey Neistat has been an online innovator known for his “wonderfully renegade" videos, including 2003’s “iPod’s Dirty Secret," 2013’s #MakeItCount Nike collaboration gone rogue, and his New York Magazine-coined “Bike-Lane Vigilante" PSA. In March 2015, Casey started producing daily YouTube vlogs, crossing the 1 million subscriber soon ...
Matija Erceg
While most Instagram food artists attempt to create appetizing images, Matija Erceg creates food art that is borderline repulsive by manipulating bologna, shrimp, and chicken breasts into components of things like headphones, skateboards, and microphones. A rack of ribs unzips to become a purse, a revolver is loaded with five little smokies saus...
Momma's Gone City
Jessica Shyba started blogging as a way to keep in touch with family and friends during her cross-country move from California to New York. When her chronicles of her child’s daily side-by-side naps with her dog went viral, using the hashtag #theoandbeau, the blog blew up, expanding to include a travel section and her essays on parenting. Five y...
ThreadBanger
Husband and wife team Rob Czar and Corinne Leigh helm YouTube channel ThreadBanger. Their mission: put Pinterest to the ultimate test, making the DIY crafts themselves with often messy results. In their shows Man vs. Pin and Corinne vs. Pin the two scour the internet to find hot, new DIY projects to bullsh*t-check, like crafty MythBusters. They’...
Christian Siriano
Easily the most successful of the Project Runway alums, Season 4 winner Christian Siriano’s eponymous line continues to wow, attracting celebrities like Victoria Beckham, Lady Gaga, and Rihanna to commission designs. Vogue pegs his ready-to-wear 2015 collection as “the sweet spot between theatrical and traditional," but he’s also brought high fa...
Baddie Winkle
Helen Ruth Van Winkle, an 87-year-old great-grandmother and Knoxvillian, blew up on Instagram in 2015 as Baddie Winkle when found by Rihanna and Miley Cyrus, launching her laid-back, tie-dyed, marijuana-positive alter ego into the public eye. The project originally started as a way for Helen to connect with her granddaughter, dressing the granny...
JiffPom
Jiff Pom is a tiny Pomeranian puppy who likes to dress up, run around, and do cute things for us all to follow on the internet. He also holds the Guinness World Record for fastest dog on two paws, has appeared in commercials for Target and Banana Republic, and was featured in Katy Perry’s “Dark Horse" music video. In 2014, Jiff was a special gue...
J.K. Rowling
Perhaps one of the most successful fictional authors of recent time, J.K. Rowling has truly made a name for herself. And, not just as the author of the global phenomenon Harry Potter series and creator of Hogwarts, but as an outspoken Twitter user, famously shutting down a Serena Williams hater. J.K. doesn’t shy away from giving an opinion or bl...
Sarah Dessen
If you love summertime, stories, and strong female friendships, you’re likely a Sarah Dessen fan. A long-time resident of Chapel Hill, North Carolina, Dessen’s novels also take place in the romantic Southern state. She’s written 12 novels, some of which reached The New York Times Best Seller list, while the 2003 Mandy Moore film How to Deal was ...
Hannah Hart
A comedian and writer, Hannah Hart’s viral video of a drunken grilled cheese fiasco turned her into an internet food celebrity who’s been embraced by Jamie Oliver. Hannah, aka Harto, is best known for her YouTube series My Drunk Kitchen, where she cooks with friends while intoxicated. The show’s popularity led to a New York Times bestselling hum...
Jessamyn Stanley
Yoga isn’t only for the skinny as Jessamyn Stanley—“yoga enthusiast and fat femme"—has taught us. A young, plus-sized black woman, Jassamyn redefines the “yogi norm" as a student and teacher of high-energy vinyasa flow. Her Instagram overflows with images of Jessamyn striking difficult poses on the beach or in her studio, with many commenting th...
Katie Couric
As the TV news anchor who famously asked her producer to explain “the internet" in 1994, Katie Couric’s career spans decades, with shows on all three big networks. She’s now the Global Anchor for @YahooNews: “she felt she had done ‘pretty much everything’ that she could in TV news." In 2015, Katie attended her first VidCon, the annual online vid...
SACCONEJOLYs
Since 2009, Irish couple Jonathan and Anna Saccone-Joly have been vlogging their experiences as a family every single day, uploading their video diaries at exactly 6pm, making watching their ongoing series just like a must-watch event on television. The SACCONEJOLYs family has two children, Emilia and Eduardo, and six maltese dogs. They’ll share...
Emo Kylo Ren
Spoiler alert: Kylo Ren is the son of Han Solo and Princess Leia, turned dark lord in this year’s box office record-breaking hit Star Wars: The Force Awakens (played by Adam Driver). Without geeking out into the whole Star Wars history of how Kylo Ren got to the Dark Side, all you need to know is that he was totally an emo teenager before leadi...
Stephen Curry
Most people know Stephen Curry as the prince point guard of the NBA Championship-winning Warriors, but his venture into Silicon Valley—on offshoot of his shoe line with UnderArmor—is a social media app that allows celebrities to interact better with fans. A proud father and husband, Stephen Curry lent the spotlight to his daughter in 2015, when ...
Janet Mock
Author, public speaker, and longtime editor for People.com, Janet Mock came out as trans in a Marie Claire article in 2011, and has turned the internet into a safer space for trans women. When Caitlin Jenner’s Vanity Fair cover came out, Janet was inundated by media requests and used her social media platform to educate and present an intersecti...
Khan Academy
Khan Academy offers “a personalized learning resource for all ages," partnering with some of the most prestigious institutions to teach their community anything from math, science, history, computer programming, among many other worldly topics. They’re “working to make a free, world-class education available for anyone, anywhere" all while push...
Rooster Teeth's Let's Play
The Rooster Teeth “Let’s Play" YouTube channel is the longest running and most successful series from Achievement Hunter—Geoff Ramsey and Jack Pattillo—the video gaming website subsidiary of Rooster Teeth Productions. Serving as the home base for Achievement Hunter, Rooster Teeth, and Funhaus’ daily “Let’s Play" game commentary videos, the chann...
Ear Biscuits
Ear Biscuits hosts Rhett and Link say the purpose of the podcast is to “have an interesting conversation with someone interesting from the interesting internet" within 60–90 minutes. The show started as a way for the duo to counsel each other on their personal lives, but evolved to capture the rise of online entertainment and its celebrities. Li...
I Fucking Love Science
British blogger and science communicator Elise Andrew created I Fucking Love Science as an outlet to showcase interesting science facts and photos she came across. A mix of biology, zoology, earth science, and engineering, the Facebook page has more than 22 million followers. In 2013, fans realized a woman ran IFLS, and Elise pondered online why...
Bill Wurtz
Bill Wurtz writes catchy six-second jingles with ‘80s-inspired animations designed to get stuck in your head. He says he’s, “Gonna write bad bad songs til I ruin someone’s day." The bizarre videos can be almost anything—"Monday Candle Trivia," “Is It Legal to Make Laws," “Just Try to Have a Good Time (And Don’t Die)." On his website, he lists th...
Season & Snare
Season & Snare are a pop duo out of North Carolina performing upbeat, soulful and indie pop music for their ever-growing fanbase. Like most upcoming musicians, they have a Twitter account, website and Soundcloud page, but this duo has made a splash by performing live on their Periscope channel. They even performed at this year’s Periscope Live...
Merrell Twins
The MerrillTwins are a double dose of YouNow talent. They are singers, songwriters, actors and musicians, sharing their gifts with their 135k live streaming fans. While they might be identical twins, they certainly have separate personalities that they showcase at their house -- just two sisters being sisters online for us all to see.
Pizza Rat
Peace for Paris
Photoshop Your Dreams
Why the fuck you lyin'

Brands & Organizations

The Greatest Interception Ever
Our objective was to bring Volvo, a quiet and often forgotten brand, to the public's attention. To show our belief in the importance of people, proving to the world how we care about our consumers. Not only that, but on the biggest media day of the year, the Super Bowl, when brands spend $4.5 million for 30 seconds of airtime. We turned our chal...
#BallotBriefcase on Snapchat
The BallotBriefcase is Hollywood's hottest diva and is making waves on Snapchat. It embarked on a journey across the US, making celebrity appearances, signing autographs, posing for photo opps, mobilizing employees to bring awareness to PwC's 82 year involvement in the Academy Awards. Thousands of our people have rallied around the BallotBriefca...
Lucy The Robot
BackgroundGlobal technology company, Double Robotics, wanted to launch into the Australian market with its Double telepresence robot. The device allows a remote user to manoeuvre the robot from the comfort of their home or office, and to interact with the world via video and audio devices.Double robotics briefed Atomic 212° to develop a strategy...
John Jay College Insta-Challenge
For the 1,500 incoming students to John Jay College of Criminal Justice, summer is a time to hang out with friends, go on a trip, and lay on the beach; it's not a time to wait around for communication from the school they are attending in the fall.Unfortunately for John Jay College, this disconnect can lead to an issue known as a "summer melt," ...
Peanutize me!
What would you look like drawn as a character from Peanuts? Wouldn't you like to find out?Peanutize Me! was designed to generate awareness for the film The Peanuts Movie. It allows anyone (plus celebrities/influencers) to create a hyper-shareable version of themselves as an animated Peanuts character. The ultimate goal was to capitalize on the ...
Plum Organics®: Parenting Unfiltered
The Brand Plum Organics is the nation's #1 organic baby food brand. As a leading innovator in this crowded marketplace, Plum not only provides the very best food possible to little ones, but also creates products that solve real problems for parents (…we all know organic fruits & veggies don't purée themselves!). Plum offers a complete line...
Carol's Daughter #BornandMade
The objective of the Carol's Daughter Born and Made campaign was to celebrate the diverse community of strong women who have been a part of the Carol's Daughter family for more than 22 years, in a way that tied back to the heritage of the brand. With this inspiration in mind, the brand looked closely at its very own products: Each bottle has alw...
Meet Halfway
PayPal wanted to increase both awareness and usage of their payment option on Airbnb. To do so, we proposed a partnership with Airbnb that went far beyond just the traditional promo code. Sure, getting $50 off your Airbnb stay when you checkout with PayPal is a great deal and all, but we wanted to do something that would make a social splash and...
Lovin' The Super Bowl
McDonald's believes a little lovin' can change a lot. Our goal for Lovin' the Super Bowl was simple: we wanted to prove the lovin' that comes from the brand through mass awareness, changing the sentiment around McDonald's, and making Twitter a more positive place for the day. This idea was based off of the simple insight from McDonald's founder ...
HUNT the TRUTH Audio Series
When you were once the biggest video game franchise in the world, you don't lack awareness. Relevance, however, is a different issue. In the console videogame business, buzz is life. The average gamer buys just 7 new purchases a year (process study, 2012). The majority of the biggest titles launch in the holiday time period, creating intense com...
LEGO Dimensions: The Ultimate Social Media Collaboration
Encompassing the most epic collection of pop culture worlds, including The Lord of the Rings, DC Comics, Doctor Who and even The Simpsons, LEGO Dimensions is the ultimate mashup of some of entertainment's largest brands.Utilizing social media to activate millions of fans across 14 separate brands to rally around a new upcoming product is no simp...
The Royal Navy Engineers Recruitment Campaign
The Royal Navy is no ordinary organisation. Its role in protecting the nation's interests all over the world is of enormous importance. So, when they came to us asking for help attracting engineering graduates and school leavers, we were happy to accept the challenge.The engineering branch of the Royal Navy is competing with industry giants like...
#CignaRunTogether at #DisneylandHalf Marathon Weekend
Where you run, we run. The Walt Disney World Marathon Weekend and the Disneyland Half Marathon Weekend have become one of Cigna's premier bi-annual events celebrating healthy living. As presenting sponsor of the 2015 Disneyland Half Marathon Weekend, the communications team was challenged to identify new ways to engage runners and guests in conv...
The First Ever Pinterest Yard Sale
All spray paint brands talk about the same thing: protection. But we set out to show Krylon's DIY-loving fanbase a new feature: Krylon spray paint can take old, worthless items and make them valuable again.
Two Bellmen
Marriott Content Studio was founded to create compelling storytelling content across all platforms—film, television and digital—designed to engage, entertain and motivate the traveling audience, to incubate the talent of established and up and coming storytellers in the studio mentorship model, and to showcase the incredible Marriott properties...
2015 iHeartRadio Music Festival
For the fifth annual iHeartRadio Music Festival, iHeartRadio introduced unique and innovative ways to engage fans and artists across social media platforms while achieving greater social success than years past.
The New Yorker on Social Media
The New Yorker's social media objective is to extend the brand's reach—and translate its iconic voice—across established and emerging platforms, engaging our readers in new ways, wherever they are. We aim to provide our 13.3 million total followers with a unique blend of in-depth reporting, thoughtful commentary, and humor.
Crossroads Community Street Fare Social Campaign
Connecting People Walking on the Street With Those Living on It.Our overall goal was to jolt people out of their complacency, get them to view the plight of the homeless and hungry in a new light; then motivate them to volunteer, donate money or spread the word about the Crossroads Community soup kitchen and food pantry. To reach our goal, we n...
Love Has No Labels
The goal of the campaign was to make as many people as possible rethink bias, and make unconventional notions of love feel celebrated and more normalized.Even the most liberal of people have implicit bias in built through society stereotypes, even if they don't consciously act on it. But addressing this is near impossible when these same people ...
RuffLife
The goal was to create shareable content to generate awareness and encouraged pet owners to spay and neuter their pets while also educating them about their individual roles in the vicious cycle of pet overpopulation.
Live The Fresh Blade Shave
The mega razor corporation says that their blades are such high quality that you can use them for a month. But guys know that's not true. They can see it on the razors and feel it when they shave. Dollar Shave Club reframed this frustration to a relatable truth: The mega razor corporation's blades are SO expensive, you HAVE to use them for a mon...
#MyPlayoffsMoment
The NHL wanted to leverage the 2015 Stanley Cup Playoffs to grow interest in its game. Our business objective was to expose more people to the excitement of hockey during the 2015 Playoffs by increasing social conversations and digital engagement to reach 'friends of friends'.
Lucy The Robot
BackgroundGlobal technology company, Double Robotics, wanted to launch into the Australian market with its Double telepresence robot. The device allows a remote user to manoeuvre the robot from the comfort of their home or office, and to interact with the world via video and audio devices.Double robotics briefed Atomic 212° to develop a strategy...
Netflix Narcos Original Series Social Media Campaign
Traditional television programming allows networks to release information that parallels the show's plot, resulting in a consistent flow of engaged fans week-over-week. However, Netflix releases all episodes at once, which made it necessary to structure our campaign with a focus on keeping audiences engaged past their initial binge. The Netflix ...
BLAH Airlines
In 2014, too many people were flying on autopilot — stuck traveling on boring legacy carriers and their old, soul-sucking planes. Virgin America wanted to give everyone a wake-up call, reminding everyone that flying can still be inspiring, modern, and fun. The campaign needed to shine a light on the real difference between those generic airline...
Hockey Heaven
In a crowded hockey beer market, Molson needed to prove their commitment and love for the game to the fans. We launched the Hashtag Anything For Hockey to stake our claim. And we needed to back up our words, so we built the highest elevation hockey rink ever constructed that could only be accessed by helicopter. We called it Hockey Heaven. The m...
My Tales of Whisky Yule Log
1. Drive cultural relevance to emphasize that single malt whisky is an approachable category for the younger consumer2. Recruit new, younger single malt whisky consumers by inserting the brand into social conversation 3. Drive content views and increase YouTube channel subscribers
Hulu: The Perfect GIF
Nothing makes a point quite like a great GIF, but while the Internet is chock full of various GIFs, the moment often passes while searching for exactly the right one. Hulu decided to create a one-stop shop for TV fans to find high-quality, high-res GIFs, built for sharing: The Perfect GIF. Since Hulu's specialty is TV, they have access to a mass...
Mr. Robot: Debt Deletion
To promote the premiere of USA Network's new show Mr. Robot, USA and ISL created a massive, first of its kind campaign. Our mission was to have our activation be the living manifestation of Mr. Robot and the fsociety hackers by highlighting one of the show's main themes — massive wealth redistribution. To do this, we built a real-world hacker la...
#Cokenomics
The economics of the Colombian cocaine trade played a vital role in Netflix's hit summer original series Narcos. In the social campaign, we knew that these staggering numbers would be fascinating to the online community, but we needed to find a way to express them in an easy to digest manner. In addition, this was Netflix's first truly bilingual...
Emoji Ordering
Domino's set off on a multi-year journey to become an ecommerce powerhouse. Sparked by the insight to grow the online ordering business due to better profitability and customer satisfaction, we set the goal to reach 50% digital orders by 2015, and the internal vision to "behave like a technology company." To begin, we focused on building engagin...
#GayIsOK
Lush actively supports LGBT rights, but this is a challenge for a global business present in countries with anti-gay laws. While many societies have seen huge progress in LGBT rights, the general public is mostly unaware that 2.8 billion people live in countries where being LGBT is a crime. In June 2015, Lush Cosmetics and charity AllOut join...
Mr. Robot: Debt Deletion
To promote the premiere of USA Network's new show Mr. Robot, USA and ISL created a massive, first of its kind campaign. Our mission was to have our activation be the living manifestation of Mr. Robot and the fsociety hackers by highlighting one of the show's main themes — massive wealth redistribution. To do this, we built a real-world hacker la...
Straight Outta Somewhere
One of the most anticipated films during summer 2015 was Straight Outta Compton. Since the film was going to drive tremendous publicity around NWA and Beats co-founder, Dr. Dre, Beats by Dre sought to create a campaign that would engage fans and consumers beyond the hip hop community and reinforce its position as the leading music and lifestyle ...
High-Five. Give $5. Save Big Cats.
For World Lion Day, National Geographic asked the public to "High Five. Give $5. Save Big Cats" - to create a worldwide virtual high-five chain using social media and the hashtag #5forBigCats to raise awareness across social media about the plight of big cats in the wild and funds for big cat conservation. Our hope was to raise $20,000.
Wish Writer
The Holiday season is the most critical time of year for Macy's. For the past eight years, Macy's "Believe" campaign has focused on the spirit of generosity by providing a platform for customers to give back. For every letter written to Santa, Macy's has donated $1 to the Make a Wish Foundation, which has amassed to over $90 million in donations...
Discovery VR
Discovery has been satisfying curiosity through quality content and compelling storytelling for over 30 years. The launch of Discovery VR in August 2015 was a new way for the company to create thrilling experiences for both current fans and for new audiences. Discovery VR launched with nine original short-form videos, spanning subjects ranging f...
R/GA
It all started with the idea of creating a company that valued design, while focusing on developing leading-edge motion graphics, live-action film, and video production. 400 feature films and 4,000 commercials later, R/GA transformed again into a leading interactive agency. Today, R/GA is committed to creating innovative, useful digital solution...
DDB Chicago
Founded in New York in 1949, today DDB has offices throughout North America in locations such as New York, Chicago, San Francisco, Vancouver and Toronto. In the U.S. the DDB family includes Tribal, Spike DDB, Alma, Roberts + Langer and Rodgers Townsend. And in Canada, it includes Anderson DDB, Tribal and Karacters. Regardless of which office ...
Atomic 212 Sydney
We began our journey in 2007 as Atomic Search: A performance media buying agency and a data-driven search specialist. Since then the business has transformed into Atomic 212°, with a full range of services across all media, both online and offline. But our origins still define our DNA. We are the only full service media agency in Australia to...
Netflix socks
Netflix fans' devotion to their favorite shows leads to comical "first-world problems" and elaborate binge-watching life hacks, often shared on social media.To celebrate this fan culture, Netflix wanted to create a campaign that demonstrates its commitment to innovation and communicates its consumer-centric positioning: members enjoy entertainme...
Tale of tiger's big adventure highlights airport's commitment to customer service
At Tampa International Airport, it's always personal. The airport used social media to make that point by highlighting the story of an airport operations manager who went above and beyond for a little boy who left his toy tiger in an airport play area. The operations manager took the tiger around the airport campus, photographing it by the air t...
#CatchDrogon
After four seasons of record-breaking social media engagement, HBO's 'Game of Thrones' needed to rally the realm and generate unprecedented excitement once again for the Season 5 premiere.With Daenerys Targaryen's most fierce dragon – Drogon – having gone missing toward the end of Season 4, HBO and 360i set out galvanize 'Game of Thrones' loyal ...
Mustang Speed Dating
Female drivers are outnumbering male drivers for the first time ever—and Millennial-generation female buyers are outpacing Millennial male buyers by 53 percent. The demographics of the automotive market are shifting faster than traditional marketing can keep pace.Gender representation in American advertising still tends to be flat and relies hea...
The Voice
The Voice hits all the right notes, but what's happening on social really sets The Voice apart. The show is built from the ground up to have the most consequential, entertaining social experience on television. Fans expect nothing less from the show that pioneered Social TV.With that legacy in mind, each season we ask how we can make that Social...
Lucy The Robot
BackgroundGlobal technology company, Double Robotics, wanted to launch into the Australian market with its Double telepresence robot. The device allows a remote user to manoeuvre the robot from the comfort of their home or office, and to interact with the world via video and audio devices.Double robotics briefed Atomic 212° to develop a strategy...
@SummerBreak, a single summer told over multiple platforms
These days if we have a moment to ourselves, we are as likely to scroll through images of our friends' lives than to flip on the TV. The expansion of social networks has made it so that, increasingly, our friends are our entertainment and as such, young consumers are demanding that their entertainment be their friends. Tapping into this trend, w...
WestJet Christmas Miracle: 12,000 mini miracles
To stand out during holiday season, WestJet brought a memorable and heartwarming experience to both guests and employees alike. Objectives included: Reignite WestJet's equity during the Christmas season Involve every WestJetter across our network Own national media for a day Create, capture and share footage in real-time Release a video highlig...
Adopt A Life Partner
The Ashley Madison leak dealt a huge blow to relationships all over the world. We wanted to use it as an opportunity to drive rescue dog adoption – getting all the newly single people to adopt a new life partner.
#EveryDayCare – Whirlpool, DigitasLBi and Crowdtap
In the past, the only reason people had to engage with Whirlpool was when they had a product complaint. Whirlpool wanted to change the conversation and give consumers a reason and interest to engage with the brand beyond the product.Research found that consumers often lost sight of the value of the care that they provided their families in every...
My Tales of Whisky Yule Log
1. Drive cultural relevance to emphasize that single malt whisky is an approachable category for the younger consumer2. Recruit new, younger single malt whisky consumers by inserting the brand into social conversation 3. Drive content views and increase YouTube channel subscribers
Love Has No Labels
The goal of the campaign was to make as many people as possible rethink bias, and make unconventional notions of love feel celebrated and more normalized.Even the most liberal of people have implicit bias in built through society stereotypes, even if they don't consciously act on it. But addressing this is near impossible when these same people ...
Taco Bell Mobile Ordering Application
We developed the strategy, concept and design for Taco Bell's mobile ordering program.
#NewWords - Dictionary.com
At least twice yearly, Dictionary.com unveils a list of words that have been newly added to its dictionary, based on their increased usage or cultural significance. In November 2015, the company partnered with Collab to produce Dictionary.com's first ever video campaign that aimed to capture the essence of its latest package of new words. Many o...
Endless Table
Reynolds Wrap has been helping people make delicious meals for over 70 years, but they were lacking relevancy among a younger target. As a way to reinvigorate the brand, we decided to tap into this demographic—and the sphere in which they spend the most time—social media. Because of the large cooking community and flourishing foodie culture that...
"Love Has No Labels" Diversity & Inclusion Campaign
The Ad Council launched the Love Has No Labels campaign with a simple message – rethink the biases you didn't even know you had. Ultimately, we sought to promote acceptance and appreciation of all communities regardless of race, religion, gender, sexuality, age and ability by raising awareness for implicit biases. Since we were launching a brand...
Connor's Cure
WWE Chief Brand Officer Stephanie McMahon and her husband WWE Executive of Talent, Live Events and Creative Paul "Triple H" Levesque are strong supporters of pediatric cancer care and research at Children's Hospital of Pittsburgh of UPMC. Stephanie and Paul became involved with Children's Hospital in 2014, when they met WWE fan Connor Michalek.C...
Mr. Robot: Debt Deletion
To promote the premiere of USA Network's new show Mr. Robot, USA and ISL created a massive, first of its kind campaign. Our mission was to have our activation be the living manifestation of Mr. Robot and the fsociety hackers by highlighting one of the show's main themes — massive wealth redistribution. To do this, we built a real-world hacker la...
Silent Ads
Like a lot of brands, Hotels.com uses Facebook to reach consumers. And like all brands that post on Facebook, Hotels.com has to deal with the reality that ads auto-play silently. This poses a challenge to consumer engagement, as video with no sound has much less breakthrough capacity. So, the goal with this Facebook campaign was to create work t...
Beats By Dre Straight Outta Compton
Beats by Dre partnered with Universal Pictures to promote Straight Outta Compton, a film about Beats' founder, Dr. Dre, and his life and career in Compton. Our goal was to start a global conversation that would generate interest in the film before it's release in August, 2015. We also set to demonstrate that Dr. Dre's phenomenal career and origi...
The First Ever Pinterest Yard Sale
All spray paint brands talk about the same thing: protection. But we set out to show Krylon's DIY-loving fanbase a new feature: Krylon spray paint can take old, worthless items and make them valuable again.
Call of Duty: Hack in Black
Activision's Call of Duty series has consistently delivered some of the biggest launches in entertainment, with 2014's installment, Call of Duty: Advanced Warfare outselling all other video games that year with over $1 billion in sales. But with 2015's installment, a continuation of the Black Ops sub-franchise, Activision faced a unique challeng...
CRITICS' CHOICE AWARDS FAN ART RED CAPRET
Following the social success of the 20th Annual Critics' Choice Movie Awards in January 2015, A&E aimed to connect stars and fans in a more intimate manner at the 5th Annual Critics' Choice Television Awards in May 2015.
Lovin' The Super Bowl
McDonald's believes a little lovin' can change a lot. Our goal for Lovin' the Super Bowl was simple: we wanted to prove the lovin' that comes from the brand through mass awareness, changing the sentiment around McDonald's, and making Twitter a more positive place for the day. This idea was based off of the simple insight from McDonald's founder ...
Disney Vine
To take the Disney brand onto a creator's platform and feed the feed with :6 second bursts of magic.
Do You Adventure?
CLIF Bar believes in the power of outdoor adventure. It's a brand that invites, challenges, and encourages people to experience all the raw emotions of adventure. Short of actually bringing people along for a hike, ride, wave, or climb, it can be difficult for CLIF to give people the experience of an adventure. Instead, we used platforms like Yo...
AJ+: 2.2 Billion Facebook Video Views in 2015
AJ+ is Al Jazeera's digital-only offshoot, launched in September 2014 to build a new kind of media outlet for people who don't watch traditional news networks on TV. In a big bet on distributed content, AJ+ traded a website for an editorial strategy centered on building audiences directly on Facebook and other platforms by creating custom conten...
Airbnb Instagram: @airbnb
In 2015, our aim for Instagram was to continue to create and curate wonder and awe in our community. We wanted to not only highlight the beautiful homes and experiences of travel all over the world, but also show the humanity that is found in our community, to normalize hosting to a larger audience, and to further build trust in our community. W...
The Real Cost: Reaching youth at risk of experimenting with cigarettes
Tobacco use is the single most preventable cause of disease, disability, and death in the U.S., responsible for about one in five deaths every year. But while we often associate tobacco-related health problems with adults, almost all tobacco use begins during adolescence. Teens are at a critical point in their lives when they are no longer under...
Casper: The Tweeting Mattress
A great Twitter presence gives constant entertainment, never settles for a mediocre 140 characters, and finds the humor in everything. The best tweeter responds unnaturally quickly and is able to carry a conversation more than 43 tweets long.Our goal was to be always-on, 24/7. Knowing that sleep affects everyone all day — from the rough morning ...
Last Week Tonight
Last Week Tonight has successfully made its mark in the crowded late night landscape by reporting on socially relevant topics such as FIFA, transgender rights, sex education and more. Last Week Tonight furthers the conversation on these topics well beyond the confines of its half-hour show by sharing long-form clips on YouTube on Sunday nights.Y...

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