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
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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