ASPIRATIONAL TIKTOK BRAND - RYANAIR:
Ryanair leans into their reputation as a low-budget airline with self-deprecating humor that's funny, surprisingly candid, and relatable to their customer. As you'll see in the examples below, they rely heavily on TikTok trends like the big eyes and mouth filter to personify their planes and almost make them a character unto themselves. Check out some examples below:
ASPIRATIONAL TIKTOK BRAND - CROCS:
Crocs' TikTok presence is also self-deprecating, and they intentionally play on people's perceptions that Crocs are "ugly" shoes by creating content that shows die-hard haters turning into believers. In the Trick Shot example below, you'll see they use Crocs in an unexpected way that's visually cool and engaging. Crocs also leans heavily into TikTok trends to make their content feel as organic as possible. Examples below:
Even when money's tight and your credit isn't great, sometimes you still need to make a large household purchase - and getting turned down for a payment plan can be frustrating and demoralizing. That's where Aaron's comes in, with their rent-to-own model for furniture, appliances, and electronics. Aaron’s is ready to approve people that other stores turn down, because they recognize that your credit score isn’t the whole story. They offer a huge selection of products - everything from sofas to oven ranges and lawnmowers - with affordable rent-to-own payments that help you make the purchase you need in a way that fits your budget.
Aaron's has been around since 1955, but they're NOT your parent's rent-to-own company, and to help raise awareness about the brand and make its rent-to-own offerings relatable to a younger audience, Aaron's is looking for THREE different creators to each produce a suite of FIVE distinct TikTok videos that are funny, irreverent, and inherently meme-able. The goal of this project is to make rent-to-own sexy to Gen Z. There aren't a ton of messaging guardrails, so think creatively about how to make Aaron's relatable to this audience.
Similar to the TikTok presence of brands like Ryanair and Crocs, Aaron's wants to make fun of itself in a way that makes people think about the brand in a new way. Make sure to check out the Background for more specific TikTok examples from these brands that Aaron's hopes to to emulate.
Your five video concepts should be distinct, but you CAN use the same cast and/or location across several videos. Aaron's is also open to both live-action and animation executions, so long as your concepts feel native to the TikTok platform and lean into the trends and styles that would organically come across your "For You" page. These videos are NOT meant to feel like ads.
Your pitch treatment should include at least FIVE unique video concepts, and if you're selected, Aaron's will provide feedback and help finesse your concepts during the pre-production phase. Your ideas do NOT need to take place inside an Aaron's store (in fact, we imagine most ideas won't), but if your creative concept calls for it, Aaron's CAN provide access to a store to help your vision come to life. One caveat: if you do film inside an Aaron's store, you CANNOT any product prices. Please note that the vast majority of locations are in the US, with a handful in Canada, and there aren't any Aaron's locations in Minnesota or Wisconsin. Check out this Store Locator.
We also encourage you to submit an optional proof-of-concept video that illustrates how your idea would come to fruition. Your proof of concept should be designed for TikTok, shot in a 9x16 aspect ratio, and up to 15 seconds. You can even create your proof-of-concept video in the TikTok app itself. Feel free to include links to any existing social videos (they don't have to be your own) that represent the style you'd be aiming for.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: Each creator will produce 5 total video assets.
TIMELINE: HERE
EXPOSURE: We anticipate content will be used on the platforms listed below, but if casting talent, please be sure your talent reviews the required Talent Release, as it is not limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices page.
TARGET AUDIENCE: Gen Z and Millennials who might have bad credit and benefit from Aaron's rent-to-own offerings
TONE: Cheeky, fun, irreverent, informal, helpful
EXECUTIONAL MANDATORIES:
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects on our platform do move forward, we will notify you in the event the Sponsor decides not to fund any submissions via the project forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and the project team.
In order to be considered for this project, you must include the below materials in your pitch submission. For examples of effective pitches, check out this gallery.