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
Headshot of David Cohen

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, 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


Best in Business to Business

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

Best Consumer Brand

Sprint Trainer Rewards

Best Cultural Institution

The Museum of Modern Art

Best in Education


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

The 2017 iHeartRadio Music Awards

Best in News and Media

NowThis News – The No. 1 Social News Brand in the World

Best in Nonprofit


Best in Pets and Animals

The Dodo: the no. 1 digital media brand in the world for animal people

Best in Publishing

“Howler Soccer Ball Phone”

Best in Real Estate

StreetEasy Social Media

Best in Retail and E-Commerce


Best in Social Activism


Best in Sports

“Howler Soccer Ball Phone”

Best in Technology

Home Runs for Hurricane Recovery

Best in Television

Twin Peaks: The Return

Best in Travel and Tourism

Little Tickets

Best in Wine, Beer and Spirits

JIM, The First Smart Decanter

Best Overall Facebook Presence

Planned Parenthood Facebook

Best Overall Tumblr Presence

Denny’s Tumblr Dishes Up Weird, Wild Content

Best Overall Twitter Presence


Best Overall YouTube Presence

Great Big Story: YouTube

Best Use of an Emerging Platform


Best Use of Facebook

Liar Launch Campaign

Best Use of Instagram

Color Your Air Max

Best Use of Pinterest

Tazo JoyBoard

Best Use of Snapchat

The iHeartRadio Snap Map Scavenger Hunt


Best Use of Weibo

Love Campaign

Best Use of WhatsApp

Uk’shona Kwelanga – the first WhatsApp Drama Series

Best Use of YouTube

Culture of Proximity 1.0

Best Use of Branded Content


Best Branded Podcast

Hackable? An Original Podcast by McAfee

Best Branded Series

Guilty Party: Redefining Branded Entertainment for the Social Media Generation

Best Contest or Promotion


Best Data Visualization

Mapping every total solar eclipse in your lifetime

Best Use of Emojis

Samsung Puts Trolls Under the Microscope

Best Use of GIFs


Best Use of a Hashtag


Best Use of Native Advertising

Fruit by the Foot Challenge

Best Use of Polls and Surveys

Nickelodeon Instagram Polls

Best Use of a Snapchat Filter/Lens

Kids’ Choice Awards 2017: “Slime your Selfie” Snapchat Lens

Best Use of User-Generated Content

Family Guy Yourself

Best Use of Video

The Marathon of Life

Best Influencer and Celebrity Facebook Campaign

Ask for a Raise

Best Influencer and Celebrity Instagram Campaign

European Wax Center’s Strut Society

Best Influencer and Celebrity Multiplatform Campaign

Applying Logic

Best Influencer and Celebrity Campaign

Dreamworks Spirit Riding Free gallops to success on

Best Influencer and Celebrity Snapchat Campaign

#USOpenxSpectacles – A Stunt Like No Other

Best Influencer and Celebrity Twitter Campaign

Mata Hari tweets by Paulo Coelho

Best Influencer and Celebrity YouTube Campaign

Dua Lipa’s New Rules Music Video, The Confidante Miami Beach part of The Unbound Collection by Hyatt

Best in Dating Sites and Apps

Grindr – Best Dating App

Best in Entertainment Sites and Apps

Mr. Robot: E-Coin

Best in Finance Sites and Apps

Friends Again

Best in Food & Beverage Sites and Apps

Denny’s on Demand: Whatever, Whenever, and now Wherever

In the Kitchen – Food Network

Best in Game Sites and Apps

CLASH ROYALE Performance Video Campaign

Best in Health, Fitness and Medical Sites and Apps

The Transformation: A New Digestive Health Resource

Best in Kids and Lifestyle Sites and Apps


Best in Magazine and Newspaper Sites and Apps

Augmented reality in the Quartz iPhone app

Best in Photo and Video Sites and Apps

RT 360

Best in Travel and Weather Sites and Apps

Mobile Food Ordering

Best Use of Artificial Intelligence

JIM, The First Smart Decanter

Best Use of Call to Action

Adobe & Imagine Dragons – Believer

Best Use of Chat Bots

Mountain Dew’s ‘Rig Up’ Brings First Branded Chatbot to Twitch

Most Creative Use of Technology

Pop Your Bubble: The Anti-Algorithm

Best Customer Service

The Hertz Corporation: Best in Class Social Customer Care

Best Use of Gamification

ASICS Tap to Fly Challenge

Best Use of Humor

Cards Against Humanity Saves America

Best Integration With Live Television

NFL Network Social Experience

Best Large Media Buying Strategy

Welcome to the Outer Banks

Best LGBTQ Community Engagement

When We Rise Social Campaign

Grindr’s What the Flip?

Best Location-Based Experience

Xfinity Mobile: World’s Biggest Snapsterpiece

Best Midrange Media Buying Strategy

Week for Life Cash Supply Second Chance Promotion

Best Multicultural Community Engagement

Tia Mowry’s Quick Fix

Best Organic Promotion

These Parrots Will Make You Say WTF

Best Physical and Digital Convergence

​The Daily Show Presents: The Donald J. Trump Presidential Twitter Library

Best Real-Time Response

Reebok: Nevertheless She Persisted

Best Media Buying Strategy on a Shoestring

Freixenet: Introducing a Reborn Sparkling Wine Brand to New Consumers

Best Social Media Tool

Pop Your Bubble: The Anti-Algorithm

Best Use of a Spokesperson

Pure Imagination Project

Best Use of Storytelling


Best Use of Facebook Live


Best Use of Facebook Video

80 years apart, these two refugees have more in common than you’d think.

Best Use of Instagram Stories

Tap of War

Best Use of Instagram Video

60 Second Docs Present Time: The Kalief Browder Story

Best Snapchat Discover Story

NowThis on Snapchat Discover

Best Snapchat Story

Marvel’s Runaways: “Evil Parents” Promoted Story

Best Use of Twitter Video

TicToc by Bloomberg

Best Use of 360 Video

NowThis x Samsung Gear 360 — the no. 1 most viewed campaign on Facebook in 2017

Best Use of Augmented Reality


Best Use of Comedy

Cards Against Humanity Saves America

Best Use of Ephemeral Video

13 Reasons Why

Best Instructional Video

Santa Clarita Diet

Best Live Event Coverage

Not the White House Correspondents Dinner

Best Live News Coverage

TicToc by Bloomberg

Best Use of Live Streaming Video

Carnival Cruise Line – Bill the Mystical Sloth

Best Use of Long-Form Video

How Two Moms Took on Trolls to Support a Transgender Kid

Best Use of Medium-Length Video

Pure Imagination Project

Best Use of Short-Form Video

HBO on Hulu: Dem Dragons

Best Use of Video Pre-Roll

Hillshire Farm: Lit’l Smokesperson

Best Use of Virtual Reality

Spacewalk 360 David Cohen is editor of Adweek's Social Pro Daily.
Publish date: March 27, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT