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The Ad You Stay In

Award: Wood Pencil

Wood Pencil / Entertainment / Use of Talent & Influencers / 2023

Award: Wood Pencil

Wood Pencil / Media / Use of Talent & Influencers

Hilton broke the convention of short-form videos by debuting a ten-minute TikTok. To prove that 'It Matters Where You Stay', the hotel group wanted to pioneer a new type of social asset rewarding people for staying with Hilton. People were challenged on the fastest-moving social platform to stay for ten minutes. The ten-minute TikTok was created in partnership with Paris Hilton and seven influencers, tailoring each segment to match their tone of voice and making it native to the platform.

What did the judges have to say?

A 10-minute ad on TikTok? Crazy idea, great execution, brave! A great use of talent.

Niat Asfaw, General Manager, Serviceplan Bubble

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

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