“Disrupting the disruptors” was how Gravit8’s project partner, brand agency 2LK effectively encapsulated the concept behind TikTok’s ‘Make Your Day’ campaign at Advertising Week 2019 in New York.
The brief was no mean feat: to instantly engage with what is arguably the most powerful consumer group at the premier event for marketing, brand and advertising professionals in one of the world’s most iconic cities. Oh, and throw in the name ‘TikTok’ for good measure. This had to be nothing short of experience innovation at its very best.
In collaboration with 2LK, Gravit8 created a uniquely intelligent, adaptive digital canvas to disrupt the event and encourage immediate tactility with the technology. The canvas played a synchronised video and messaging across 91 code-driven iPads on a wall. There were two states of the video, one of which consisted of the branding, the other a parallel, infinite stream of compiled user-generated video content to share ‘the big picture’ which was unique to each individual iPad. Users could remove an iPad from the wall to open an informational page to explore and understand more.
Part of 2LK’s ethos is delivering ‘brand in hand’ experiences that trigger rapid reappraisals that move people from agnostics to ambassadors. Gravit8’s software design capabilities ensured that this was one of those experiences, creating significant engagement and providing one of the visual highlights of the Advertising Week event.
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