THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

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Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

5WPR Digital x G-SHOCK

Finalist in Paid & Amplification

Objective

Objective: Reviving an Icon – How 5WPR Reignited G-SHOCK’s Legacy for a New Generation

Since its launch in 1983 - a bygone era in the world of technology - G-SHOCK has stood as a cultural icon, known for its bold design and legendary durability. Dubbed “the toughest watch on the planet” by Gear Patrol, it has cultivated a devoted following over the decades.

But even icons risk fading into nostalgia. Just as VHS tapes of The Breakfast Club gather dust, traditional watches face new challenges - especially with the rise of smartwatches, shifting the landscape of what’s considered cutting-edge.

To stay ahead, G-SHOCK has continually evolved through innovation. Even the strongest brands need reinvention. That’s where 5WPR tapped in - the agency aimed to reignite consumer passion for G-SHOCK, refresh its image, and expand its appeal to a broader audience.

Strategy

Strategy & Execution: Reinventing G-SHOCK’s Digital Presence for Lasting Impact

Diagnosing the Problem

G-SHOCK’s paid media approach lacked strategic audience targeting, creative testing, and automation - leaving untapped potential on the table. 5WPR's mission? Maximize efficiency, boost performance, and position G-SHOCK for scalable growth.

Our Approach: Setting G-SHOCK More than a Minute Ahead

5WPR conducted an in-depth analysis, reviewing G-SHOCK’s quantitative consumer research, running sentiment analysis using our proprietary tools, and mapping insights against emerging trends. From this work, we developed a strategic framework: “Fash and Bash.”

Our goal was to refresh G-SHOCK’s storytelling by emphasizing fashion-forward appeal ("Fash") while reinforcing its legendary toughness ("Bash") - two pillars that would redefine its heritage for a new era.

To bring this vision to life, we launched a high-visibility digital campaign that seamlessly blended influencer partnerships, cutting-edge fashion photography, dynamic ad content, and compelling video content. Our team played an integral role in the creative process - not just behind the scenes, but even appearing in the videos - infusing the campaign with authenticity and passion.

To showcase the “Bash” element, we put G-SHOCK’s durability to the test - literally. From dropping watches off buildings to other extreme stress tests, we captured these moments through a sleek, contemporary visual aesthetic. The result? A bold reimagining of G-SHOCK that honored its legacy while securing its place in modern culture.

Results

Results: Transforming a Cult Classic into a Mainstream Powerhouse

We conducted a deep dive into their paid social advertising, analyzing past and current campaigns, product performance, and competitor strategies to identify opportunities for differentiation. By refining their targeting, optimizing creative execution, and implementing a data-driven testing framework, we delivered breakthrough results:

With a sharper strategy and high-impact execution, G-SHOCK didn’t just maintain relevance - it expanded its reach, turning a once cult-favorite into a dominant force in the market.

Media

Entrant Company / Organization Name

5WPR, G-SHOCK

Links

Entry Credits