As a platform ingrained in popular culture TikTok is on a mission to inspire creativity and bring joy to people around the world.
In 2020 they tasked us with demonstrating their role as the pre-eminent social platform for discovering and producing new music with a big cultural idea that showcased the range of creativity on the platform and harnessed their brand line “It Starts On TikTok.”
In a first of its kind global creative partnership, DRUM brought together two of the biggest cultural forces of the moment – Dua Lipa and TikTok – to create and launch the artist’s music video for the single Levitating, made with the help of global TikTok creators. DRUM brokered the partnership deal as well as developing and overseeing the creative elements of the project that kicked off on August 25th with a CTA from Dua inviting her fans to take part in her #DuaVideo Hashtag Challenge.
With over 230m views and 150K video entries, people were quick to respond, showcasing their make-up, choreography and animation skills for a chance to have them featured in the official music video. Sixteen selected TikTok creators then joined Dua Lipa and her team on set in LA, helping to shape the final output, with acclaimed director Warren Fu from Partizan.
To support the launch in October 2020, a worldwide advertising campaign ran across TikTok and at major out-of-home locations including Times Square in New York and prominent sites in cities across Europe as well as digital and social media channels.
The music video caused ripples around the world with 55m video views on YouTube so far and triggered the #levitating hashtag challenge on TikTok which currently has 675k entries and 3.4bn views.
#DuaVideo Hashtag Challenge 476 Million views / 150,000 creator entries
#Levitating Hashtag Challenge 3.4 Billion views / 650,000 creator entries
61m official music video views on YouTube
Executive Head Of Talent & Production
Senior Agency Producer
Associate Creative Director
Motion Graphics Designer