16 MAY 2022
With client Kay Jewelers and Duracell, MediaCom’s Creative Systems team added more Shorty Awards to their figurative display case.
The #EveryKiss NYE Challenge took gold in TikTok partnerships and bronze in single platform TikTok categories as well as a finalist in the Integration with Live Television category.
“Every Kiss Begins with Kay” is one of the most recognizable taglines in advertising history, but it has always been associated with heterosexual love and was beginning to lose its cultural relevance.
For Pride 2020, Kay saw an opportunity to reposition itself by evolving its iconic tagline to stand for all kinds of love.
#EveryKiss was first launched as a small social initiative on National Kiss Day, a week before Pride Sunday, to celebrate Pride and show that when Kay says “every kiss,” they mean, every, single, kiss. And, it was particularly poignant because the LGBTQIA+ community felt inhibited by outward displays of affection.
The challenge, however, for 2021, was to find a high-impact opportunity that could launch #EveryKiss in a much bigger way, was culturally powerful, and resonated with a much larger audience.
The New Year’s Eve Times Square Ball Drop is one of the most iconic events in America and the tradition of sharing a kiss at midnight provided the perfect opportunity.
On the big night, with the world watching, our Kay influencers, Jonathan Bennett, and his fiancé Jaymes Vaughan hosted the Time Square Ball Drop and showed off their Kay engagement rings. Then, just before the clock struck 12, Jonathan and Jaymes sparked a movement, inviting the millions watching to join the #EveryKiss challenge by creating a TikTok of every kiss that brought them to this moment, New Year’s Eve 2022.
The Duracell: Get in the Game campaign received a finalist nod in Creative use of technology, retail, and e-commerce. With the use of a widget that connects to the Xbox controller and displays the battery life on-screen that demonstrates the benefit of Duracell Optimum to gamers, Duracell was able to make inroads with the gaming community.
The 14th Shorty Awards is an international awards program created to raise global awareness around the positive impact through social media that brands, agencies, and nonprofits can have on society.
Congratulations to all the teams involved!