TikTok My Way

THE Approach

The heart of the campaign is a call for individuality and authenticity for youth in korea who feel bored of ‘sameness’ within conservative south korea. position TikTok as the place where users can be true to their own personal interests amongst a sea of content from all around the world. connect the global scale of TikTok with local consumer culture in Korea and Japan, capturing how MZ users are able to adopt global trends and allow it to shape their own identity.

The Brief

unlike the us market, tiktok’s perception in korea was largely negative. TikTok Korea set out to reframe the platform’s perception, moving beyond being seen as a childish app with silly dance videos, and instead positioning itself as a useful platform that empowers daily life. The campaign needed to resonate with GenZ and millennials (18–34) by showing TikTok not just as entertaining but relevant, helpful, and personal. Our challenge was to deliver this message through a 360° integrated campaign — spanning TV, OOH, digital banners, microsite, and in-app content — while staying authentic to TikTok’s playful, witty tone.

CLIENT TikTok (ByteDance)

BRAND TEAM Suyeon Cha

AGENCY GENE

CREATIVE DIRECTION Hankyul Oh

ART DIRECTION Seoyun Lee

COPYWRITER Yoonjung Lim

DIRECTOR 88Gymnastic Heroes (KUW)

PHOTOGRAPHER Jimin Son

EXEC PRODUCER Seunghwan Lee (KUW)

The Result: The campaign unfolded in two phases: Hero Launch and follow up.

The hero film generated 3.5M+ views on YouTube. banner copy and bold visuals amplified recall across digital and OOH. unique props from the brand film were gifted to viewers as giveaways through a limited time contest. Follow-Up campaign worked to deepen engagement through a series of native TikTok ads in Korea and Japan featuring real tiktok creators SHOWING users how to make the most of TikTok’s tools in relatable ways, leveraging local insights and feeling organic within the platform itself. the success of this campaign proved itself in a continued relationship with tiktok apac in choosing us as their creative partners for the following year’s creative campaign.