Here Are the Brands and Organizations Winners of the 10th Annual Shorty Awards

Many were not hesitant to take stands on politics, issues

The ceremony will be livestreamed on the Shorty Awards page and YouTube
Shorty Awards

The 10th Annual Shorty Awards will be handed out in New York April 15, and the list of winners in the brands and organizations category was revealed Tuesday.

The Shorty Awards—which “recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, YouNow, Musical.ly and the rest of the social web”—will also livestream the April 15 ceremony on its page and its YouTube channel.

MuckRack CEO Gregory Galant, co-founder of the Shorty Awards, said, “Consumers expect more from brands now than ever before. The most successful brands are taking positions on political and cultural issues, which just a few years ago would have terrified CMOs [chief marketing officers]. Storytelling and social good are still very important to consumers. We noticed that an element of social good was present in a lot of the winning entries. We are celebrating a decade of the Shorty Awards, so it’s been interesting to watch the evolution of campaigns and the ways in which brands communicate with their audience. This use of new forms of technology, such as AI [artificial intelligence] and chat bots, are being incorporated into winning campaigns, and I’m really curious to see how that will continue to develop over time.”

The Shorty Awards team shared the following trends that it found among winners in the brands and organizations category:

  • They are experimenting with different ways to use AI and other new technology in a more commercial sense.
  • They are not hesitant to tackle politics or take stands on controversial topics.
  • Having splashy photos and visuals just isn’t enough anymore: Effectiveness and purpose is very important.
  • Connecting with audiences and involving them in the creative process via user-generated content and online communities is important.
  • They are embracing new customer-service tools such as chat bots and experimenting with other forms of AI.

And common traits among high performers included:

  • Telling real stories with minimal branding.
  • Not just engaging audiences—involving them.
  • Compelling, successful organic promotion, with highly sharable content.
  • Joining global conversations on news and potentially controversial topics.
  • Focus on spreading kindness and positivity and community service—actively calling people to action rather than distracting them from important issues.
  • Creating brand personalities that people want to follow and engage with.

Without further ado, here are this year’s winners in the brands and organizations category:

Best Integrated Campaign

National Geographic and Stella: World Water Month

Best Multiplatform Campaign

Dunkin’ Donuts National Donut Day

Best Art Direction

The Gifted’s #MutantsUnite Comic Con Campaign

Best Brand Identity

The Gifted’s #MutantsUnite Comic Con Campaign

Best Brand Redesign

Goodbye Spike, Hello Paramount

Best Graphics

Absolut Vodka: Never gonna GIF you up!

Best Images

NFL – Live Content Correspondents

Best in Auto

Spider-Man, Driver’s Test

Best in Beauty

COSMEDIX CROWD

Best in Business to Business

Spotify for Brands Social Media Campaign and Spotify.me – GLOW, Spotify for Brands

Best Consumer Brand

Sprint Trainer Rewards

Best Cultural Institution

The Museum of Modern Art

Best in Education

#1917LIVE

Best in Entertainment

Prison Break, Season 5

Best in Family and Parenting

Aha! Home Science Experiment Series

Best in Fashion

Tommy Hilfiger Snap App

Best in Financial Services

Uk’shona Kwelanga – the first WhatsApp Drama Series

Best in Food and Beverage

Absolut Vodka: Never gonna GIF you up!

Best in Games

Cards Against Humanity Saves America

Best in Government and Politics

How the LGBTQ Community Defeated Trump’s Anti-LGBTQ Army Secretary Nominee

Best in Health and Fitness

March of Dimes and Barkley — Lullacry

Best in Home and Decor

BEHR Color Clinic

Best in Hospitality

Marriott M Live: The Great American Eclipse

Best in Insurance

One Night Only and GEICO: A Night of Surprises

Best in Live Events