#RedCarpetReady
TikTok x The BRITs
In 2019, TikTok partnered with the BRIT Awards. We needed to shout that across London, as loud as possible.
We created a 360 campaign that celebrates icons of British music and asked audiences; are you #redcarpetready?
This campaign consisted of a phased suite of social assets, billboards, murals, projections and a full take-over of Piccadilly Lights. All conceived and brought to life within one month.
Social + OOH
To kick things off, we transformed TikTok creators into Brit music icons.
We also took a current Brit music icon, Lewis Capaldi, and showed what it means to be #redcarpetready
This was activated across IG, FB, Twitter and YouTube, along with digital 6-sheets and billboards across London; with messaging changing as the night of the BRIT awards drew closer.
Murals + Projections
“Alex, you have one hour to design 4 giant murals that communicate TikToks partnership with the BRITs and will be painted all across London and glow in the dark - GO”
As well as tagging the streets of London with UV paint, we also drove around in a van projecting our ads onto every brick wall we could find.
Piccadilly Lights
On the night of BRIT awards, we went BIG.
We created a full takeover of Piccadilly Lights to show a direct livestream of the night itself, pitting TikTok creators and music stars side-by-side on the world famous screen.
CREDITS:
Adam King, Creative Director
Lewis Raven, Creative Director
Tom langdon, Copywriter