TikTokSony Music Deutschland took home the Greatest TikTok Europe award at the third annual TikTok Ad Awards Grand Prix in Lisbon, Portugal last night. The TikTok Ad Awards celebrate the standout brands and agencies with the most impactful TikTok-first campaigns, taking the platform by storm with creativity, authenticity and exceptional results.
TikTok users don't just check TikTok, they watch TikTok - and the TikTok community wants brands to push creative boundaries. With endless choices and the power to skip, audiences have a higher bar meaning whatʼs 'great' has evolved. The TikTok Ad Awards showcase the best of the best, those that exemplify creative bravery and invest in creativity - and have the results to show for it.
Following ceremonies in the UK, DACH, France, Italy, Spain, Central Europe, the Netherlands, Israel and the Nordics, top local winners gathered to see who would be crowned the overall Greatest TikTok Europe. This years' entries really embraced everything that the TikTok platform embodies, leaning into entertainment, culture, creators and relatable creative to build campaigns that truly resonate with their audiences.
The jury - made up of nine judges representing the industry - crowned Sony Music's “Pedro the Raccoon" campaign as the Greatest TikTok Europe, for capturing TikTok’s creative spirit. The campaign skyrocketed streams of the song Pedro by Jaxomy & Agatino Romero by using the viral raccoon character "Pedro". Collaboration with creators and a dedicated meme account helped the song go viral, contributing to over 161 million Spotify streams and the song hitting number one on the Spotify Global Top 50. A true masterclass on how to turn a campaign into a cultural movement.
In addition to an iconic trophy, the winner receives a bundle of ad credits, a paid local media partnership, custom TikTok swag and a shiny TikTok badge to promote their win.
Isobel Sita-Lumsden, Head of Marketing, Global Business Solutions, Europe at TikTok:
"TikTok drives a high return on creativity, by helping brands connect with their audiences through entertaining and empathetic content - all underpinned by data and insights. TikTok users view, create, and react to content in a very unique way and, for brands, the way to break through is to show up more regularly and participate in conversations, creating more meaningful interactions.
"This year's Awards took this approach to a whole other level. We received entries from a diverse range of brands and agencies, with content that created connections, tapped into wider trends and truly brought brands to life, while driving major impact. Huge congratulations to Sony Music Deutschland and all our winners in what was our most competitive Ad Awards yet."
Eric Dwyer, Head of Digital Marketing at B1/ Sony Music:
"This award on a European stage is an incredible achievement for our team and highlights just how creative and international music marketing can be. With Pedro the Raccoon, we managed to captivate a global online community – a perfect blend of humour, music, and storytelling. I am deeply grateful to the artists and my colleagues for making this possible.”
Greatest TikTok market winners:
UK: Booking.com | We Are Social Amsterdam Link to campaign
DACH: Sony Music Deutschland Link to campaign
France: NYX Professional Makeup | Buzzman | ZO Link to campaign
Italy: NOW | BCube | Wavemaker Link to campaign
Nordics: Haaga-Helia University of Applied Sciences | Bob the Robot / NoA | Toinen PHD Link to campaign
Central Europe: Doritos | Leo Burnett | OMD Romania Link to campaign
Spain: Jumpers | Fuego Camina Conmigo Link to campaign
Israel: KolMila1202 | teenk | Young Media Link to campaign
Netherlands: KPN | Dentsu Creative Amsterdam | A Bigger Circle Link to campaign
The full Jury:
The Jury evaluated the projects with TikTok's mission in mind; to inspire creativity and bring joy.
- UK - Tamara Cross, Managing Partner & Head of Creativity, Manning Gottlieb OMD
- France - Pierre Guengant, DGA Social Media, Buzzman
- DACH - Susanne Grudmann, Chief Global Client Officer, Omnicom Media Group
- Italy - Stefania Siani, CEO & COO, Serviceplan Italy
- Spain - Roberto Fara, CCO Spain & Global Creative Experience Lead, Ogilvy
- Central Europe - Dawid Kaźmierczak, Founder & Chief Content Officer, Polot
- Nordics - Sara Davosty, Social Media Strategist, NORD DDB Stockholm
- Netherlands - Veronika Tarjan, Head of Media Benelux, Unilever
- Israel - Daniela Klinger Seidmann, CEO, Social Lions | Publicis Group
