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

Martin Wong's Hidden New York

Finalist in Documentary

Objective

Artist Martin Wong was a magnetic figure in 1980s downtown New York: Chinese-American, openly gay, generous, and wildly creative. This documentary tells the story of the crucial role he played in graffiti art’s emergence from the underground by investigating a hidden painting on the back of one of his major works. Weaving archival footage with new interviews with Wong’s close friends, collaborators, conservators, and historians, this film is also a portrait of the city he loved at a pivotal moment when creative liberation, gentrification, new subcultures, and the rise of the AIDS epidemic were colliding.

Wong was an extraordinary figure who is only now gaining worldwide recognition for his work, which, as MoMA curator Michelle Kuo says, is “in the same constellation as Keith Haring’s or Jean-Michel Basquiat’s: art that was often both for and about public space, the street.” His tragic death at just 53 from AIDS related illness cut his career short at its creative peak. In this film, graffiti artist Aaron “Sharp” Goodstone and filmmaker Charlie Ahearn (WILD STYLE) share personal memories of Wong and speak about the impact of his friendship and art. “His work was an aspect of New York archival history,” Sharp explains, “because some of those buildings are gone. So it’s like a portrait of the city that doesn’t exist.” 

 

Strategy

This video required extensive archival research in Martin Wong's papers at Fales Library at NYU, seeking out and interviewing Martin Wong's collaborators and contemporaries Aaron "Sharp" Goodstone and Charlie Ahearn, licensing the use of Ahearn's invaluable video documentation of Martin Wong, scenes from his film WILD STYLE, and filming over a two-year period while the
Houston Street painting was being treated and studied in the conservation lab and the new stretcher was being made. Our research and interview with Sharp uncovered the two missing panels that originally flanked the painting. We distributed this video on our YouTube channel, on moma.org, and with excerpts shared in Instagram posts.

Results

The YouTube video had outstanding engagement. Since it published, it has received 1.9M impressions, 140.6K views, gained 1.6K subscribers, and received 183 comments (very high for typical comments per video on our channel). Our first Instagram post focused on conservation and received 322K impressions, 5.9K likes, and 81 comments. Our second Instagram post focused on introducing Martin Wong and had outstanding engagment, having received 726K impressions, 37.5 likes, and 98 comments. Among the vibrant comment section were those that referred to the video as a valuable documentary, said they learned about an artist they didn’t know, were emotional responses, praised the production value and storytelling, conveyed that they watched to the end, and said they identified with the subjects and speakers. These comments all show that we achieved our goals of sharing a powerful archival story about the history of art in New York City. Some highlights include:

Media

Entrant Company / Organization Name

The Museum of Modern Art

Links

Entry Credits