TikTionary - ByteDance KK
TikTok

Bronze

Title of Entry:	TikTionary
Brand:	ByteDance KK
Product/Service:	TikTok
Client:	ByteDance KK
Entrant Company:	TOHOKUSHINSHA FILM CORPORATION
Creative Team:	Executive Creative Director: AKIRA SUZUKI Executive Creative Director: YASUHARU SASAKI Creative Director: NORIO ICHIKAWA Creative Director: KOJIRO KIZU Creative Producer: TAKASHI KIBE Creative Producer: SHOTA MATSUMOTO Head of Public Policy: TAKUYA TAMAGUCHI Director of Communications: RYUNOSUKE GOTO Business Producer: JING WANG Business Producer: MASUMI OTAKI Marketing Strategy Director: NAN GENG Marketing Strategy Manager: XIAOBIN LIU Marketing Strategy Manager: ASHLEY WANG Monetize Operation Manager: MASUMI KAKIZAWA Account Director: CHIAKI TAMURA Advertising Operation Division Director: AYAMI WADA Client Solution Manager: KENJI IIZUKA Strategist: JUNTA YOSHIKAWA Copywriter: YUKI ABE Art Director: EMI KAMINAGA Art Director: SHINGO FUKUSHIMA Director: MASAYUKI KONDO Producer: MASAO OHDE Producer: KOSUKE HAYASHI Producer: SHOHEI NAKAJIMA Assistant Producer: TAKERO SAKAI Production Manager: MEI CHIBA Production Manager: WAKANA TAKASHIMA English Copywriter: ZAL SETHNA Technical Director: YOSHITAKA KAWANO PR Director: YUYA HAMAMURA PR Consultant: AKARI SUDA PR Consultant: MIKA KITASHIMA Designer: CHIULING WANG Designer: HARUNA MASUDA Designer: KANA MIYA
Sector:	01: CONSUMER PRODUCT OR SERVICE
Notes:	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. 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.