Case Study
The song 'Body Language' was written by TikTok creator Court together with Dutch artists Sigourney K and Sor (who is hard of hearing himself). The words of the song were then turned into a choreography based on the matching gestures in sign language. This way a TikTok dance could learn youngsters some basic words in sign language.
My Role: Together with my former teammate Lennart Schoterman, we came up with the idea to teach Gen Z sign language through TikTok dances back in 2021. TikTok users used their hands expressive while dancing due to the vertical ratio of the platform. This got us thinking. Eventually another team within TBWA brought the idea to life. They get all the credits for the final excecution, such as the film, the song, the choreography and the special made lens.
Introduction Film
The campaign was launched by a special film showcasing TikTok creator Court and his wish to learn other people sign language through music and TikTok dances.
TikTok videos
After the launch of the film T-Mobile partnered up with well-known Dutch TikTok creators to share the TikTok Sign Dance with their followers. Soon other TikTok creators followed...
Media
The campaign got picked up by the Dutch children's news programme 'Jeugdjournaal', who aired the campaign during one of their daily broadcasts.
