ABOUT

TikTok and their creative agency AKQA Amsterdam wanted to highlight the underrepresentation of women in music and make a powerful statement for International Women’s Day 2021. They created ‘#WeAreHere,’ a digital and social campaign which features bold text animation and clips of performers to a soundtrack by Nina Nesbitt. They needed to ensure that their message would connect with a global audience, so they selected LEAP to transcreate, produce, and deliver the campaign assets into multiple languages and formats.

Timings would be tight, but LEAP’s integrated advertising production teams raced against the clock to produce nearly 80 films in just one week. Working from the original English language master, LEAP transcreated and produced a hero film, a 20-second film, and a 10-second version in up to seven different formats. They also transcreated digital banner ads into Italian and French along with two versions in Spanish for markets in Spain and Latin America.

Thanks to their global network of copywriters, LEAP’s transcreation team understood the nuances of audience, platform, culture and language and were able to craft the copy and make it truly resonate. Due to the many differences in sentence structure and word count between languages, LEAP needed to come up with clever design tweaks to ensure that the foreign language messaging stayed true to the look and feel of the master creative and the rhythm of the edit.

Taking a collaborative and agile approach across LEAP’s integrated teams — Film and Post, Language and Culture, and Digital Production — nothing was outsourced, enabling complete control of the entire creative localisation and production process.

#WeAreHere and its international versions won acclaim across the global marketing industry. TikTok and its agency were delighted with the results as well as the production process and returned to LEAP for additional collaborations including IWD2022.