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Aussie robot stars in this year’s Shorty Awards

Social & Digital

Aussie robot stars in this year’s Shorty Awards


Winners of the annual Shorty Awards are in, and Australian agency Atomic 212° has taken the biggest awards haul ever thanks to its 2015 ‘Lucy the Robot’ campaign.

The agency took out eight awards, equalling the largest haul ever at the annual awards recognising people and organisations producing real-time short-form content across social and online platforms.

Awards the ‘Lucy the Robot campaign included the Consumer Brand Award, Media Buying Strategy Award, and Technology Award.

Atomic 212° also took out Small Agency of the Year, a Gold Distinction in the retail and ecommerce category, a Silver Distinction in integrated and creative use of technology, and a Bronze Distinction in television.

The Shorty for Large Agency of the Year went to R/GA, and for Medium Agency of the year, DDB Chicago.

Other industry winners at the event include:

  • Best Business to Business: #Ballotbriefcase Snapchat campaign, by PwC, and
  • Retail and Ecommerce: ‘Live the Fresh Blade Shave’ by Dollar Shave Club.


In the field of Content and Media, the award for contest or promotion went to ‘Mr Robot: Debt Deletion’, by ISL and NBCUniversal.

In terms of campaigns, this year’s top winners were:

  • ‘My Tales of Whisky Yule Log’ in the Influencer and Celebrity Campaign category, by Diamond Docs on behalf of Diageo, submitted by Hunter PR, and
  • Taco Bell’s mobile ordering app in the Mobile Campaign category, by DigitasLBi.


The ‘By Platform’ category at the awards celebrate the best campaign on each of the following social media channels, including:

  • Facebook: Hotels.com ‘Silent Ads,’ by CP+B,
  • Twitter: McDonald’s ‘Lovin’ the Super Bowl,’ by DDB Chicago,
  • Instagram: ‘Beats by Dr. Dre Straight Outta Compton’ by R/GA’s Hustle, and
  • Snapchat: Activision’s ‘Call of Duty Hack in Black,’ by Edelman and AKQA.


Shorty finalists are chosen by public nominations on social media, and winners are chosen by a panel of expert and celebrity judges.

Here’s a video overview of ‘Lucy the Robot’:



Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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