TikTok Collaborates with McCann Worldgroup for Global Creative Competition

TikTok partnered with McCann Worldgroup, a renowned advertising agency, to launch a global creative competition called 'Inspire with TikTok'. The aim of this competition was to provide an opportunity for McCann Worldgroup's employees to explore the creative possibilities of TikTok and discover how the platform can help their clients engage with the unique content and audience.

The competition allowed McCann teams one month to develop a TikTok Hashtag Challenge and a Branded Effect. The Hashtag Challenge format enables users to create content under a specific hashtag, reaching its intended audience and gathering users with shared interests into communities. The Branded Effect format allows advertisers to engage with users through interactive and creative effects.

Nearly 100 entries were received from countries across North America, Europe, the Middle East, South America, and Asia. Each entry was required to drive awareness for a brand or product of one of McCann Worldgroup's clients. The judging panel, consisting of senior TikTok and McCann Worldgroup staff, as well as renowned TikTok creators, evaluated the entries based on storytelling, creative idea, visual design, brand relevance, and soundtrack.

The top three entries were selected by the judges. In third place was the campaign #SongLanguage, submitted by McCann Birmingham (UK) on behalf of a lollipop brand. The campaign aimed to raise awareness about the challenges faced by individuals with hearing impairments. In second place was a Hashtag Challenge for a shoe brand, submitted by McCann's team in Oslo (Norway). The challenge utilized the jump cuts technique and highlighted the brand's diverse range of budget-friendly footwear styles. The grand prize winner also came from McCann in Oslo, representing The Munch Museum. The winning entry, #MunchScream, allowed TikTok users to transform their own screaming faces into an interpretation of Edvard Munch's iconic painting 'The Scream'.

The judges were impressed by the winning idea and its ability to personally connect people with art. TikTok is now collaborating closely with McCann in Oslo to transform the winning idea into a Branded Effect. Stay tuned for the upcoming #MunchScream challenge!

For more information about Branded Effect and other creative ways to engage your audience on TikTok, please visit our website.