TIKTIONARY

Short List
TitleTIKTIONARY
BrandBYTEDANCE KK
Product / ServiceTIKTOK
CategoryA05. Data / Insight
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Idea Creation 2 BYTEDANCE KK Tokyo, JAPAN
PR PLATINUM Tokyo, JAPAN
Production TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Production 2 PYRAMID FILM QUADRA INC. TOKYO, JAPAN
Production 3 ADBRAIN INC. Tokyo, JAPAN

Credits

Name Company Position
YASUHARU SASAKI DENTSU INC. Executive Creative Director
KOJIRO KIZU DENTSU INC. Creative Director
JUNTA YOSHIKAWA DENTSU INC. Strategist
YUKI ABE DENTSU INC. Copywriter
EMI KAMINAGA DENTSU EAST JAPAN INC. Art Director
SHOTA MATSUMOTO DENTSU CREATIVE FORCE INC. Creative Producer
MASAYUKI KONDO TOHOKUSHINSHA FILM CORPORATION Director
MASAO OHDE TOHOKUSHINSHA FILM CORPORATION Producer
MEI CHIBA TOHOKUSHINSHA FILM CORPORATION Production Manager
WAKANA TAKASHIMA TOHOKUSHINSHA FILM CORPORATION Production Manager
ZAL SETHNA SOLI CONSULTANTS INC. English copywriter
KOSUKE HAYASHI PYRAMID FILM QUADRA INC. Producer
TAKERO SAKAI PYRAMID FILM QUADRA INC. Assistant Producer
YOSHITAKA KAWANO PYRAMID FILM QUADRA INC. Technical Director
SHINGO FUKUSHIMA PYRAMID FILM QUADRA INC. Art Director
CHIULING WANG PYRAMID FILM QUADRA INC. Designer
YUYA HAMAMURA Platinum INC. PR Director
AKARI SUDA Platinum INC. PR Consultant
MIKA KITASHIMA Platinum INC. PR Consultant
HARUNA MASUDA ADBRAIN Inc. Designer
KANA MIYA ADBRAIN Inc. Designer
NAKAJIMA SHOHEI ADBRAIN Inc. Producer
AKIRA SUZUKI ByteDance KK Executive Creative Director
NORIO ICHIKAWA ByteDance KK Creative Director
TAKASHI KIBE ByteDance KK Creative Producer
TAKUYA TAMAGUCHI ByteDance KK Head of Public Policy, Japan, Korea and Mongolia
RYUNOSUKE GOTO ByteDance KK Director of communications,Japan
JING WANG ByteDance KK Business Producer
MASUMI OTAKI ByteDance KK Business Producer
NAN GENG ByteDance KK Marketing strategy director
XIAOBIN LIU ByteDance KK Marketing strategy manager
ASHLEY WANG ByteDance KK Marketing strategy manager
MASUMI KAKIZAWA ByteDance KK Monetize Operation Manager
CHIAKI TAMURA ByteDance KK Account Director
AYAMI WADA ByteDance KK Advertising Operation Division Director
KENJI IIDUKA ByteDance KK Client Solution Manager

Background

The dictionaries we use to understand the world can be limiting. Sometimes, the definitions are so vague as to make you wonder—what does that actually mean? At other times, the definitions are dangerously outdated, inadvertently promoting discriminatory views that are harmful to others. For example, in Japanese dictionaries, the word for “marriage” is still defined as “a union between man and woman.” In a connected world where we have access to the experiences of so many different people, perhaps words are no longer enough to convey the breadth of a concept or idea.

Describe the creative idea

TikTionary is the world's first video-based dictionary, curated from 45,900 videos uploaded by actual users on the TikTok social media platform. Every day, users of many different races, genders, and religions from around the world upload video snippets of their lives. Each video is labeled with a hashtag, which is sometimes what you would except—a video of somebody’s mother labeled #mom—and sometimes not—a fireworks display labeled #art. The idea behind TikTionary is to compile videos by word—or rather, hashtag—and demonstrate how the same word can mean so many different things based on the user's cultural and social background. We hoped the project would help spread a more diverse range of definitions for the words and ideas we use in our daily lives.

Describe the strategy

We targeted young people—young Japanese people in particular—whose views of the world are still developing and are not yet set in stone. Japan is generally culturally conservative—for example, 60% of companies do not have any support systems for LGBTQ employees—and we hoped that TikTionary would offer young Japanese an attractive platform for expanding their views on a variety of concepts and ideas. TikTok is very popular with young Japanese, and we felt they would be more receptive to learning from people their age.

Describe the execution

TikTionary was announced on Nov. 16—the International Day of Tolerance. TikTok promoted the project around the world and, even after the project's launch, continued to refine the content and help it reach a wider audience. They also actively encouraged influencers to upload videos tailored to the project's objectives. Schools in Japan incorporated TikTionary into their curriculum to create discussions about diversity and tolerance. Meanwhile, companies and organizations who supported the project's objectives organized events revolving around TikTionary.

List the results

The project enjoyed the support of Japan’s Ministry of Education, Culture, Sports, Science and Technology, as well as 11 companies and nonprofit organizations. TikTionary videos were viewed over 4.5 million times (includes views on TikTok). In the end, 4.9 million people learned about the project, 77% of whom said the project helped them develop a more diverse view of the world.

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