The Ad You Stay In
Award: Wood Pencil
Wood Pencil / Entertainment / Use of Talent & Influencers / 2023
Award: Wood Pencil
Wood Pencil / Media / Use of Talent & Influencers
Hilton broke the convention of short-form videos by debuting a ten-minute TikTok. To prove that 'It Matters Where You Stay', the hotel group wanted to pioneer a new type of social asset rewarding people for staying with Hilton. People were challenged on the fastest-moving social platform to stay for ten minutes. The ten-minute TikTok was created in partnership with Paris Hilton and seven influencers, tailoring each segment to match their tone of voice and making it native to the platform.
What did the judges have to say?
A 10-minute ad on TikTok? Crazy idea, great execution, brave! A great use of talent.
Niat Asfaw, General Manager, Serviceplan Bubble
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