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The Brief:
Craft a TikTok native asset exploring the prompt: What is the future of Creativity?
The Insight:
With the overindexed obessesion of “what’s-next-to-come”, what if it’s not about the future of creativity?
What if we answered the brief by not answering the brief?
Looking beyond and understanding the brief’s intention allowed us to subvert and storytell in an empathetic “not-knowing-what-is next” approach yet reframing our audiences in a perspective they might not have considered
Subsquently in 2024, TikTok and Ad Age collaborated with Ziwei in crafting the 2024 brief’s submission content.
The Brief:
Craft a ‘Call to Submission” content driving submissions 2024’s prompt:
Tell us about a TikTok community that has impacted your approach to creativity, and how.
The content should communicate that communities are the heart of TikTok while provide insights as a past winner.
The Insight:
TikTok believes Creative Bravery is key in their 2024 “What’s Next” Trend Report.
By understanding TikTok’s intention beyond the brief, what if we celebrated the communites and creativity through bravery?
What if your community is out there waiting #foryou