TikTok, a window into the world
Context
In 2022-2023, TikTok found itself at the center of polarizing cultural debates. In France, many non-users associated the platform with superficial content: dance challenges, lip-syncing, and fleeting trends. This perception led some to dismiss TikTok as a trivial pastime, failing to see its potential for meaningful engagement and discovery.
Challenge
How can we shift perception among French non-users who see the platform as superficial, rather than as a gateway to meaningful discovery?
Insight
France has a strong tradition of intellectual depth and cultural enrichment. Reading, in particular, is seen as a means of broadening knowledge and engaging with the world. TikTok had already proven its power to fuel discovery and cultural influence through movements like #BookTok, but this story had yet to be told at scale. The opportunity lay in reframing TikTok, not as just another social media platform, but as a cultural discovery engine.
Solution
“TikTok, a window into the world” invites non-users to see TikTok as a tool for meaningful exploration and personal growth. Rather than being a space for frivolous entertainment, TikTok is repositioned as a gateway to literature, art, science, and culture; a platform that broadens perspectives and deepens passions.
TVC
Bibliothèque François Mitterrand
Role
Creative strategy, creative direction, copywriting, concepting, artistic direction, script writing, leading +5 creatives.