Problem Solved

We assembled some of the industries leading creatives to showcase the app's creative potential by using the app themselves. We proposed a challenge-based initiative - to recreate famous ads for the TikTok age, executed and captured through a video campaign. The Drum created a reverse mentoring challenge which saw 'rising stars' within marketing, mentor senior creative directors on how to use TikTok. They ran tutorials for the creatives who then had to remake one of their own ads or their favourite ad in history, using TikTok's platform. The Drum enlisted the participants, ran the challenge and filmed the process, resulting in a three- video series. The campaign culminated in judging panel to vote for the best work - an interactive experience where The Drum audience voted for their favourite TikTok reimaged ad. Alongside this The Drum ran a digital display campaign and a "pass the baton" social challenge to amplify the story.