TikTok Takes Over Iconic Football Moments in EURO 2020 Campaign from Dark Horses

In its first work for TikTok, Dark Horses is celebrating the return of fans to live football and capturing the excitement of a year’s worth of waiting with a global campaign that invites fans across the globe to get involved in the magic of the tournament.  

Football content has had a significant rise on TikTok, with over 119 billion views on the #football hashtag - increasing from 70 billion when the UEFA EURO partnership was announced in February this year. While the platform hosts a huge variety of football related-content, fans often default to the same channels they’ve used for years to get their football fix. Using the endline 'where fans play', the work will use the tournament and beyond to demonstrate the endless fun football fans can find on TikTok, cementing the platform's connection with football.

The hero TV spot, directed by Daniel Kaufman and produced through Anonymous Content, takes the passion, excitement and energy of the UEFA EUROs and smashes it together with the fun, inclusivity and playfulness of TikTok by taking legendary unforgettable moments from the tournament and overlaying them with current TikTok content.

Viewers will get a kick out of seeing Ronaldo's free kick flying beautifully into the top corner of the goal, only to be intercepted by a cat that appears to save it. As Gazza rolls onto his back to do his infamous 'dentist chair' celebration, after scoring in EURO 96, you don't see his team dousing him in drinks, but instead a gardener appearing to water him with her watering can. All of which is beautifully backed by New Order’s Blue Monday. 

Beyond the TV, the fun and playfulness continue with digital and social content that gave the fans the chance to create their own magical moments by posing questions such as “Best trip to the dentist?” and “What's a goal that lives in your head rent free?” The wider campaign will see a large-scale station takeover in Munich as well as massive OOH sites in Moscow and St Petersburg - all sitting alongside sponsorship assets including TV idents, LED boards and giant screen content.

The campaign will be running in key markets across Europe with a key focus on the UK, France, Italy, Spain, Russia and Germany, Turkey, MENA and Japan. The TV spot launched on 24th May as pre-tournament anticipation built across Europe. 

Spots across the markets include the UEFA Champions League final on the 29th as part of the build-up as well as key fixtures throughout the tournament itself.

Steve Howell, creative partner at Dark Horses said: “The last time we had a EUROs, TikTok hadn’t even launched. Yep, it didn’t even exist. That’s how long it’s been. But finally, the EUROs are happening. And the hottest digital entertainment platform on the planet is sponsoring it.  ‘Where fans play’ is the alchemy of everything that’s brilliant about an international football tournament – iconic moments on the pitch and unforgettable emotions off it.”

James Rothwell, head of marketing, Europe, TikTok said: “It's been a long year for football fans waiting for the EUROs and now it's here the excitement is palpable. This campaign isn't just about celebrating the return of football but giving those expectant fans around the world a way to get involved in the return of the beautiful game - whether they're lucky enough to get a ticket or watching elsewhere. It’s been a thrilling journey working with Dark Horses to create this campaign.”