TikTok needed to find a way to expand their audience and convince Millennials and Gen-X to get onboard.

We used the power of FOMO to entice viewers by describing the TikToks they were missing out on, then pointed them to a QR code to go see it for themselves. We used a flexible, color-blocked headline system, bold type on saturated TikTok-branded fields that ran across Times Square spectaculars, transit shelters, wild-posting, and mall takeovers in New York and LA.

The campaign helped position TikTok as the place where culture starts before it spreads everywhere else.