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TikTok: It Starts On TikTok by VaynerMedia

Client: TikTok
Date: Jan 2021
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Scottish postman, Nathan Evan's life changed overnight when he posted a TikTok video of him singing the famous sea shanty The Wellerman.

Viewed over 7m times (and counting), he has brought the wonderful tradition of sea shanties to the TikTok community, sparking the first major trend of 2021 on TikTok

Using the TikTok duet feature - which lets you record a video alongside another TikTok user - users are layering their harmonies over Nathan’s original video.

To celebrate Natha's success, TikTok unveiled its latest campaign, which celebrates all things Sea Shanties, and the unique creativity of TikTok's UK community.

Conceptualised, created and launched in just four days days together with VaynerMedia and Zenith, TikTok's #seashanty TV spot and digital activation is the latest installment of the 'It Starts on TikTok' campaign that originally launched in the UK in September.