VIDEO: Watch how Talon brought TikTok’s first BRITS campaign together


Ad agency Talon has posted a video showing how it brought together TikTok’s out-of-home campaign around the Brit Awards.

Talon creation

The 30-second clip shows wall murals, digital OOH, projections and of course the Piccadilly Lights installation.

TikTok dominated London’s OOH landscape with a unique cut through campaign to celebrate its new tie-up with the Brit Awards on Tuesday.

The campaign included a live-stream of the BRIT Awards red carpet to Piccadilly Lights, Europe’s largest digital OOH screen.

There were also 30 large-format projections in and around the city, including user images from TikTok’s popular #redcarpetready hashtag challenge.

These event day OOH executions supported art murals, digital OOH activity, and large-format banners that were all used to build anticipation in the run up to the UK’s biggest music event.

Lewis Capaldi

TikTok enlisted double BRIT winner, Lewis Capaldi, to support its campaign. The move proved worthwile for the video platform as the Scottish singer won two BRIT gongs on Tuesday. Capaldi took home the award for Best New Artist and Best Song.

When collecting his first award of the evening, Capaldi’s acceptance speech was bleeped out. However, uncensored footage on social media showed the singer saying “Thank you very f–k–g much”.

We think there must have been “something in the water”!

Personally, we loved Billy Eilish and her brother Finneas O’Connell’s haunting first live performance of the Bond 25 theme song No Time To Die.

Here’s who won what on the night:

  • British male: Stormzy
  • British female: Mabel
  • British group: Foals
  • Rising star: Celeste
  • Best new artist: Lewis Capaldi
  • Best song: Lewis Capaldi – Someone You Loved
  • Best album: Dave – Psychodrama
  • International male: Tyler, the Creator
  • International female: Billie Eilish

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The BRIT Awards live-streamed to Piccadilly Lights via sponsor TikTok