WHERE FANS PLAY
Our first work for TikTok’s EURO 2020 sponsorship celebrates the return of fans to live football and shows how they can get involved in the beautiful game on the platform.
‘Where Fans Play' introduces a new endline for the brand, bringing TikTok’s connection with football to life given the wide variety of football content hosted on the platform as well as the endless fun fans can have on there.
At the heart of the campaign is a TV spot directed by Daniel Kaufman through Anonymous Content, which takes legendary moments from the tournament and overlays them with content from TikTok.
The campaign also includes the activation of key sponsorship assets such as idents, LED boards and giant screen content in-stadiums, large-scale OOH placements in hero markets across Europe, and supporting content on social media to allow fans to create their own moments during the tournament. The campaign runs across all key European markets throughout the tournament.