The challenge
Despite topping charts and creating era-defining work, women in music remain shockingly under-represented. TikTok and its creative agency AKQA Amsterdam developed the #WeAreHere digital and social campaign as a direct challenge to the music industry on International Women’s Day 2021. They chose leap to transcreate, produce and deliver the campaign assets in multiple languages and formats.
Our approach
With an exceptionally tight turn around, leap’s integrated advertising production teams produced nearly 80 films in just one week – including a hero film and shorter edits, across seven formats and six languages. Digital banner ads were also transcreated for selected European and Latin American markets.
Our collaborative and agile teams worked together so nothing was outsourced, allowing full creative control over the localisation and production process from transcreation and editing to smooth and speedy versioning.
With our global network of copywriters, we considered the nuances of platform, culture and language to craft copy to resonate with GenZ audiences across the world. Taking into account the many differences in sentence structure and word count between languages, our motion graphics editors made clever design tweaks to ensure that all messaging stayed true to the look and feel of the master creative and the rhythm of the edit.
The outcome
#WeAreHere and its international versions won acclaim across the global marketing industry for raising up the voices of female performers. TikTok and its agency were delighted with the results as well as the production process and returned to leap for additional collaborations including IWD2022.
Expertise required
- film and post
- language and culture
- studio and production
