THE 14TH ANNUAL SHORTY AWARDS

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

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

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

Art for All: Jamel Shabazz on Street Photography

Entered in Long Form Video

Objective

In MoMA and UNIQLO’s new Art for All video series, we delve into an artist’s process and inspirations to reveal connections between art and life. Here, street photographer Jamel Shabazz talks about the influence of his own father, the work of Leonard Freed, and the people of New York City.

“Street photography is a way of life,” says Shabazz, best known for his vibrant images of everyday people on New York City’s streets and subway. We visited his home studio for a guided tour through four decades of images and rare insights into his process. Then we ventured onto the subway, where Shabazz reunited with familiar faces and recreated one of his most iconic images.

“It’s not about me,” he says. “I’m just a vessel using my position to freeze time and then thaw the moments out later on so people can see them and heal, rejuvenate, or just celebrate.”

 

Strategy

In this new series it was important for us to take our viewers beyond MoMA's walls to the locations that are important to artists and their process. For this episode, we focused on the theme of "street photography." We filmed in artist Jamel Shabazz's studio where we had access to his archive and followed him as he photographed in the subway and recreating one of his iconic photographs with his friends. We released the episode on YouTube, on moma.org, and did a collaborative post on Instagram between MoMA and Jamel Shabazz that got extremely high engagement, especially in the comments.

Results

We saw an outpouring of positive feedback on this episode online. On YouTube, the video got 64K views, gained our channel 1.5K subscribers, had a very high clickthrough rate of 4.4% and received 81 comments. Our Instagram post got 236K Impressions, 9.5K likes, and 336 comments, extremely high engagement in the comments for our platform. The comments on YouTube ranged from those who knew Shabazz and his work, to those that praised the filmmaking, to those that were inspired by the story. Some select comments include:

Media

Entrant Company / Organization Name

The Museum of Modern Art

Links

Entry Credits