Riot can't advertise like other brands, so we built a squad of OAPs, Older Adult Protesters, who tell young people why they quit, then do something daft to prove it.
What I made
A TikTok series with the Riot Squad: tank driving, wing walking and international day trips, each carrying a real quitting story.
My part
Ideas, casting, filming and running the account.
What happened
Brand of the Year Across Social Media, National Social Media Awards.
Tens of millions of views; the account grew to tens of thousands of followers.
