TikTok: Singapore is NOT

Social media platform TikTok created the Singapore Is Not campaign to increase relevance and daily active users through a film that subverted stereotypes by showcasing what the nation was not.

Campaign details

Brand: TikTokAgency: TikTokRegion: APAC



"Don't make ads. Make TikToks." When you encourage advertisers on your platform to not be boring, it's imperative you walk the talk.

On Singapore's national day this year, we asked ourselves what would be the most TikTok way to pay tribute to the nation. It had to be entertaining. It had to be un-advertising. And it had to show how the brand not only understood, but was a part of Singapore culture.

Instead of the classic tearjerkers, heart-warmers, and telling Singaporeans what Singapore really is. We talked...

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