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

Google – Welcome to the Gemini era

Finalist in Medium-Length Video

Entered in Product Feature Video

Objective

 

Gemini, formerly known as Bard, is a generative artificial intelligence chatbot. Based on the large language model (LLM) of the same name, it was launched in 2023 (as Bard) and reintroduced as Gemini in February 2024. Our main goal was to establish Google's leadership in AI and get people excited about the Gemini era. We aimed to create a story that would encourage people to try Gemini, showcasing the different ways they can use it, from the standalone tool to its integrations across other Google products. For the spot, we wanted a track that would help "reintroduce" users to Gemini (formerly known as Bard).

Strategy

The strategy was to create an iconic, memorable story that introduces Gemini to the world in a way that's simple and encourages trial, showcasing the variety of ways users can utilize Gemini, including the standalone tool and other cross-product integrations. 

We crafted an iconic narrative using Jay-Z's iconic "Public Service Announcement (Interlude)" from his Black Album. The spot encouraged users to explore Gemini, showcasing its versatility from the standalone tool to its cross-product integrations. The spot Premiered on YouTube and featured keynote highlights of Gemini's new products and functionalities. We also took the original US spot global, creating localized assets for Germany, UK, France, and Japan.

Results

The "Welcome to the Gemini Era" video performed exceptionally well after launch, generating nearly a quarter of a billion views across platforms. What's really impressive is that on TikTok (where it received 92m views alone), it significantly outperformed all of Google's ad videos from the past year in acquiring new followers, even surpassing one of our other top-performing pieces of content by 5,000 followers.

Media

Entrant Company / Organization Name

Google

Link