TikTok's first year-in-review features cheese-slapping, carrot heels and lots of 'Old Town Road'

Adam&EveNYC compiles the platform's quick hits into its inaugural look back

Published On
Dec 09, 2019

Editor's Pick

TikTok, the social platform where users share micro-videos for snackable consumption by millions of other users, finally has its own year-end highlights reel. Long a tradition for other platforms like YouTube, Google and Spotify, the 30-second compilation spot “You Made 2019 on TikTok” features highlights from some of the most popular user-made videos of the year.

Videos from the short-lived “cheese slappers” trend, in which unsuspecting victims have slices of American cheese thrown on their faces, make an appearance, as does a man who gained worldwide notoriety after strapping carrots to his feet.

Dancing animals feature heavily, as does lip-syncing, a staple of the platform where users do their best to create or recreate music videos for popular songs. In this case, it’s “Old Town Road,” the oft-remixed country-rap single from Lil Nas X that first became popular on TikTok earlier this year.

The end-of-year campaign is running—of course—on TikTok, as well as Instagram and Twitter. It also includes targeted digital out-of-home placements at U.S. airports. Users can add their own year-end videos by using #YouMade2019.

It was created out of Adam&EveNYC, the New York office of the London-headquartered DDB agency, which also recently debuted the Samsung ad starring Ryan Reynolds that also happened to pitch the actor's new Netflix film and the spirits brand he also backs, Aviation Gin. 

Credits

Date
Dec 10, 2019
Client:
TikTok
Agency:
Adam & Eve/DDB
Agency:
adam&eveDDB-New York
Chief Creative Officer:
Richard Brim
Executive Creative Director:
David Brown
Executive Creative Director:
Daniel Bonder
Creative Director:
Toby Kennedy
Creative Director:
Jordy Molloy
Copywriter:
Toby Kennedy
Art Director:
Jordy Molloy
Managing Director:
James Rowe
Agency Head of Production:
Victoria Bennett
Agency Producer:
Sally Brewin
Agency Producer:
Sion Prys
Account Director:
Jasmine Jabbour
Account Executive:
Sophie Jacoel
Head of Design:
Mitch Horton
Media Agency:
PHD
Production Company:
Uppercuts
Head of Production:
Nick Crane
Editor:
Paul La Calandra
Senior Edit Assistant:
Nick Ljubicich
Executive Producer:
Nick Crane
Senior Graphics Artist:
Tasayu Tasnaphun
Assistant Edit/VFX:
Marcus Wei
Audio Post Production:
Wave Studios
Sound Design:
Chris Afzal
Sound Design:
Aaron Reynolds
Executive Producer:
Vicky Ferraro
Junior Producer:
Eleni Giannopoulos

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