Diabolical

TikTok: #thisisBlack

For Black History Month in 2021, TikTok kickstarted a platform-wide celebration of Black culture that would stretch beyond the month of October. Paying tribute to some of the inspirational Black creators who’ve helped make the platform what it is, the #thisisBlack campaign nodded to comedy, dance, history, education, feminism and style.

We teamed up with TikTok to take #thisisBlack nationwide, taking over sites in Birmingham, Brighton, Bristol, Cardiff, Edinburgh, Glasgow, London, Manchester and Sheffield. Showcasing the campaign’s stars in monochrome tones alongside TikTok’s iconic bright pink and turquoise, the run also included a trio of creative billboards in London, illuminating the creators for all the city to see.

It proved to make great social content too – appearing on TikTok UK’s Instagram and Twitter accounts, as well as a number of the creators’ profiles (including Nifè and Ehiz) – earning well over one-hundred thousand likes in the process.