HERE’S TO 2020
When the pandemic canceled graduation ceremonies, Walgreens teamed up with Bebe Rexha to give 2020 grads something to celebrate. Together, we turned "Pomp and Circumstance" into a party anthem, broadcasted as a TV spot. But the real challenge? Taking it beyond TV and into the world of TikTok.
WALGREENS MEETS TIKTOK
To reach younger audiences, we brought Walgreens to TikTok and dropped a sponsored version of our tune, getting the remix in front of millions.
THE #GRADJUMP
We took it a step further with Bebe Rexha by launching the #GradJump TikTok challenge. It didn’t take long for it to go viral, and soon grads everywhere were posting their own #GradJump videos to the beat of our anthem.
THE TV SPOT
THE RESULTS
By Graduation Day, #GradJump had over 4.5 million views, 218 million impressions, and more than a thousand videos from new grads joining the celebration.
Agency: Berlin Cameron/VMLY&R
Creative Directors: Svenja Timme-Bastian, Tom Pastore
Copywriters: Arjun Roy
Art Director: Olivia Leroy