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TikTok Captures the Skills, Thrills, Joy and Pain of UEFA EURO 2020 in Rebooted Spot

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Revamped version from Dark Horses shows highlights from this year’s tournament

TikTok Captures the Skills, Thrills, Joy and Pain of UEFA EURO 2020 in Rebooted Spot

It's official. This has been THE BEST EUROs ever. More goals, more shoot-outs, more misses and more surprises than any other tournament. England even knocked out Germany.

And every single moment has been captured again and again by fans eager to relive and share in the spectacle.

To capture this fever-pitch excitement in the run-up to the final, TikTok and Dark Horses have rebooted their ‘Where Fans Play’ ad for TikTok (which saw classic EUROs moments from the past overlaid with user-generated TikTok content) with highlights from this year’s tournament. These include Ronaldo celebrating, post-match team talks with Gareth Bale and new UGC such as videos from fans supporting the game from their own back gardens while others celebrating goals jumping in a pool or commiserating from their sofas. 

The work demonstrates TikTok’s ability to be reactive and move at the speed of culture, changing the creative as a tournament twists and turns. TikTok prides itself on its speedy ability to post, react and adapt, having recently changed its LED boards in support of Pride in the middle of the tournament and will be doing so for the final. 

The campaign launches on TV across Europe on July 9th, two days before the Final between Italy and England on Sunday 11th. 

James Rothwell, head of marketing, EMEA, from TikTok said: “This has been one of the most scintillating EUROs ever, and fan interaction has never been more all-encompassing. We want to show those fans and our TikTok community that we have been right there with them, every step, kick, near miss, penalty and goal along the way.”

Caroline McCulloch, business director from Dark Horses said: “Capturing those moments of ecstasy, heart-break, relief, skill and even 56-yard-lobs as they happen and sharing them is at the heart of TikTok, so it’s an absolute no brainer to show the brand lives and breathes with its platform and put out a new ad doing just that.”

OKAY STUDIO provided post production, with grade by Ruth Wardell and flame by Bevis Jones. 

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Creative Agency: Dark Horses

ECD: Steve Howell

Creative Directors: Paco Lopez and Adam Burns

Head of Production: Andy Walsh

Senior Strategist: Mark Lloyd

Business Director: Caroline McCulloch

Account Director: Alex Nixon

Account Manager: Tia Sackett

Account Manager: James Tadros


Brand: TikTok                                     

Head of Marketing EMEA: James Rothwell

Head of Marketing West EU: Jana Ulaite

Head of Creative Labs EMEA: Stacey Dsylva

UK Brand Lead: Hongi Luo

UK Brand Marketing Manager: Aoife Moran

UK Brand Executive: Jonny Pine

Creative: Alessandro Fantini


Editor: Vid Price   

Post Production                              

Post Production: OKAY STUDIO

Colourist: Ruth Wardell

Flame: Bevis Jones

Sound: Parv Thind @ Wave Studios

Genres: Comedy, People, Storytelling

Lucky Generals, Thu, 08 Jul 2021 14:45:06 GMT