Client: TikTok
Date: May 2020
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TikTok has showcased the popular content its users have created during lockdown in its first-ever UK TV ad.

'A Little Brighter Inside' works to highlight the short-form videos that have flourished in confinement, featuring artists including Little Mix and Tinie Tempah, as well as Olympics star Tom Daley and The F Word chef, Gordon Ramsey.

Created by Social Lab, the work is part of a wider marketing campaign the social platform has in place for May.

The creators and celebrities who star in the ads will be part of a wider digital campaign from TikTok, using the platform to give an insight into their routines during lockdown through TikTok's Live feature.

Each day for the next few weeks, a different star will go live, focusing on a range of categories, including health and fitness, cooking, and well-being.

On the launch of the campaign, Jana Ulaite, head of brand and partnerships marketing at TikTok said: "This campaign is all about celebrating the fun and positive spirit of TikTok creators, to shine a light on the amazing content that we are seeing during these tough times.

"So whether it is Grandad Joe taking part in the level up challenge, or even a dancing cat we hope it shines a brighter light on the creativity of the TikTok community and brings a sprinkle of joy to anyone who watches it."


Campaign title – Brighter Inside

Client - TikTok UK

Client contact -

Richard Waterworth, General Manager, TikTok UK

Jana Ulaite, Head of Brand and Partnerships Marketing, TikTok UK

Hongi Luo, Integrated Marketing Manager, TikTok UK

Harry Wilson, Brand Marketing Manager, TikTok UK & EU

Creative agency- Social Lab

Managing Partner - Jai Kotecha

Creative - Adam King & Lewis Raven

Planner – Matthew Straker-Taylor

Account Lead - Tom Sneddon

Account Director - Marin Daley-Hawkins

Agency Producer – Sally Miller

Ancika Mester- Production Assistant Agency

Jessica Cave Project Manager Agency

Media agency – PHD UK

Media planner - Mani Sian

Production company - Agile Films

Production Managing Director - Myles Payne

Director: Zac Ella

Producer: Jude Vermeulen

Production Co-Ordinator: Rhian Boughtwood

1st AD: Clara Paris

Wardrobe: Taff Williamson

Art Department: Sets Appeal - Sophie Jacobs, Hela Dondertman, Bridget Murton

Hair and Make-up: Jojo Copeman

Editor: Laurence Halstead

DIT: Martin Fickling

BTS: Kit Dale

Runner: Alasdair Copland

Grade – Ben Rogers

Online – Mark Beardall, Loredana Gangemi

Audio – Toby Griffin

Motion Graphics – Julia Olsson.