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

Idea of You - Social Campaign

Finalist in Entertainment

Objective

Our mission for The Idea of You was to harness Anne Hathaway’s undeniable star power to craft a story that feels like the ultimate fantasy brought to life—a modern, escapist love story that challenges conventions, breaks boundaries, and leaves audiences dreaming.

We aimed to give viewers a chance to step into a romantic adventure that feels both aspirational and within reach. By blending the irresistible allure of an age-gap romance with the glamour of globetrotting alongside the world’s most famous boyband, we set out to create a wish-fulfillment experience that was equal parts thrilling, inspiring, empowering, and fun.

 

Strategy

By leveraging the book’s devoted fandom and the interest surrounding the genre, we sparked early excitement by highlighting Anne Hathaway’s return to the romance genre and teasing her undeniable chemistry with Nicholas Galitzine. 

After building a foundation rooted in passion and possibility, we made the fantasy feel tangible by bringing August Moon to life as a fully realized boyband—one so authentic and electric that fans would find themselves wondering, "wait… is this a real band?" We created an official instagram page for his band August Moon, and treated the band like real A-listers with song teasers, editorial shoots, and lyric videos.

From catchy choreography to intimate behind-the-scenes moments, each piece of content pulled fans deeper into their world. By transforming Hayes to a believable global pop icon, we fueled the ultimate fantasy—being chosen by the world's biggest star.

 

Results

Media

Video for Idea of You - Social Campaign

Entrant Company / Organization Name

MOCEAN, Amazon MGM Studios

Links

Entry Credits