TikTok has today launched #myroots, a new in-app and out-of-home (OOH) brand campaign to mark Black History Month.
Appearing across billboards and online, #myroots tells the stories of TikTok creators and artists as they celebrate their Afro-Caribbean heritage. The campaign will feature singer and songwriter Cat Burns (@catburnss), football freestyler Jeremy Lynch (@jeremylynchofficial), personality and queer Creator Lily Rose (@itslilyrose), actor Michael Dapaah (@michaeldapaah_) and Bedford-based comedian Sherice Banton (@shericebanton).
The campaign was created by TikTok's Creative Lab team in collaboration with Black employees, Black creators and Black creative talent, and will run for 4 weeks in October. Black talent collaborated on this campaign and creative, with bespoke music for the campaign by Carly & MARL, mural art made by artist Linnet Rubaya, and TopView and social films directed by influential poet and director Caleb Femi.
The #myroots campaign heroes the Black community both on and off the platform, aiming to encourage even more Black Creators to share their stories and allow everyone to learn about the individual experiences of those taking part. For the OOH placements, a personal statement is shared by each featured Creator about their heritage and what it means to them.
The OOH ads will be seen at iconic spots including Shoreditch High Street. Alongside prominent OOH placements across 182 sites in the UK, the campaign includes a mural in Camden Lock and on the Prince of Peckham heroing local Creators. With TikTok at its core, the campaign will also see a series of in-app activations such as Hashtag Challenges, Branded Effects, TikTok LIVEs and TopView ad takeovers. Social ads will appear on other platforms including Facebook, Instagram and YouTube across the month.
Creative: TikTok Creative Lab EU
Director: Caleb Femi
Photographer: Aiden Harmitt Williams
Music: MARL of Carly & MARL
Artist: Linnet Rubaya
Post-Production: Unit Studios