In the weeks before the 2021 Super Bowl, the power of online communities to drive real world action was made abundantly clear as a group of Reddit underdogs took the financial world by storm. Given the scale of the story across every major news outlet, Reddit’s response needed to be as big as the moment the brand was having. By going ‘small’ on the big game, Reddit hacked the system with a five-second commercial that dominated the conversation on television’s biggest stage, celebrated the power of Reddit’s passionate communities and shifted mass perceptions. Main Awards - Social & Influencer Grand Prix at the Cannes Lions 2021 CREDITS Advertiser: Reddit. Chief Marketing Officer: Roxy Young. Senior Marketing Lead: Dong Chen. Marketing Specialist: Katie Ambrose. Head of Brand Creative: Tavish MacLellan. Creative Lead: Chris Potts. Senior Communications Manager: Nicole Murphy. Senior Community Manager: Cassidy Good. Communications Manager: Allison Day, Emily Yarwood, Nika Dyen. Agency: R/GA San Francisco, California (USA). Global Chief Creative Officer: Tiffany Rolfe. Executive Creative Director: Bryan Gregg, Chapin Clark. Creative Director: Kevin Koller. Associate Creative Director: Kirstie Bones, Jocelyn McCanles. Senior Copywriter: Scott Steele. Art Director: Ben Muckensturm. Group Director Content Production: Hana Newman. Motion Design Director: Felipe Mahalem. Content Producer: Janie Penney. SVP Managing Director: David Corns. VP - Head of Media: Ellie Bamford. Group Director Media Operations: Liz Hart. Media Director: Faviana Campbell. Media Planner - Buyer: Devon Bremer. VP Executive Strategy Director: Yael Cesarkas. Strategy Director: Kaitlyn Frysztak. MD Client Services: Cara Watson. Account Director: Parry Rominger. VP Executive Production Director: Julie Andrews. Group Production Director: Catherine Hughes. Senior Producer: Katie Cahill.