Walgreens.
“Here’s to 2020.”
At the height of the pandemic, Walgreens wanted to celebrate 2020 graduates who were suddenly stuck at home doing Zoom school and whose graduation ceremonies had been put on hold, indefinitely. To bring this dream to life, Berlin Cameron partnered with singer Bebe Rexha to reimagine the graduation song “Pomp and Circumstance” as an upbeat party anthem and create a TV spot around.
Our role was to bring this song to life beyond TV to generate more hype and relevance among Gen Z.
Finalist for Best use of TikTok, The Drum Awards 2020.
Walgreens Meets TikTok
To make Walgreens more relevant with younger audiences, we got them to hop on the platform that had quickly commandeered our screen time –– TikTok. We then created a sponsored TikTok version of our tv spot to get the pomp remix at the top of users’ FYPs.
The #GRADJUMP
At the height of the “TikTok challenge,” we created a fun challenge of our own with Bebe Rexha to maximize the outreach of the campaign.
The Spot
The Results
Fans couldn’t get enough of it and by Graduation Day, we had over 4.5m views on the hashtag, 218m impressions on TikTok, and over a thousand #GradJump videos posted by new grads.
Agency: Berlin Cameron/VMLY&R
Creative Directors: Svenja Timme-Bastian, Tom Pastore
Copywriter: Arjun Roy
Art Director: Olivia LeRoy