Need to Know
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New York – In a bid to lure new users, TikTok's latest campaign highlights how viral videos from its platform spread offline and ignite cultural conversations, even among people who do not have the social media app.

Working with creative agency Le Truc, the ad is themed around a real TikTok video in which a New York woman discovers an abandoned apartment behind her bathroom mirror. In the campaign, a diverse cast of both actors and real-life TikTok influencers break down each moment of her discovery. At one point, Martha Stewart makes a cameo, hammering home the message that unmissable content can be found on TikTok, helping to incite FOMO – the fear of missing out – for anyone without an account.

As TikTok surpasses one billion active monthly users, this new campaign shows how its content can permeate wider social situations, fostering connections and storytelling offline. By leading with a social approach and embracing the Everyteen TV model, TikTok is appealing to viewers who favour casual storytelling over highly curated media.

US – The material science and apparel brand is continuing its innovations into CO2 recycling with the creation of its first eyewear collection. Its sunglasses feature polycarbonate lenses, formed in a process in which carbon emissions are collected and converted into tangible materials using water and renewable energy.

Arriving as part of a partnership with carbon transformation company Twelve, the lenses avoid conventional materials such as oil – and instead rely on polluted air. This product launch builds on the brand’s previous experiments into CO2 recycling, where it used the technology to create carbon-negative textile ink. ‘The overall material philosophy of Pangaia is ‘high-tech naturalism’ which involves utilising the abundance of nature, augmented by high-tech processes, sustainable chemistries and processes to expand the functionality of materials,’ explains the brand in a press release.

As brands continue to implement climate-positive goals, keep track of the latest environmental innovations in our Climate Crisis series.

Research conducted by YouGov and commissioned by the International Alliance for Responsible Drinking (IARD), has found that the closure of bars and restaurants during the pandemic has negatively affected people’s mental health.

The global research reveals that 66% of adults believe these closures have caused a decline in mental health, while 45% agreed their own mental health had been affected for the worse. Meanwhile, since experiencing lockdown, 57% of respondents admitted to having an improved understanding of the contribution of venues to mental health. In South Africa, this figure rose to 77%, while in Mexico, 70% agreed.

With these figures in mind, hospitality venues should seize the opportunity to better connect with audiences about their mental health. As we recently identified, a number of alcohol brands have already launched pub-based initiatives, campaigns and even packaging centred on men’s mental wellbeing.