Infinity Marketing Team, a member of Pico Group, won the Best Use of TikTok award at the 2024 Ad Age A-List & Creativity Awards for their groundbreaking campaign 'The Big Game Came to Us' for State Farm during Super Bowl LVII.

The campaign hinged on engaging the millennial and Gen Z audience for Super Bowl LVII, which was held at State Farm Stadium in Arizona. Catering to audience preferences, IMT departed from the traditional TV-based campaign, supplanting it with a TikTok-focused, social media-driven approach. 

Partnering with TikTok creators Khaby Lame, State Farm’s own Jake From State Farm told a provocative story that both drove PR and earned unprecedented media opportunities around naming rights for State Farm. Over 220 million viewers watched the Khaby Lame-Jake from State Farm TikTok post, a number that far surpassed the Super Bowl’s live viewership.

Organised by Ad Age, the A-List & Creativity Awards showcase the top agencies, companies and innovators, honouring the best work and brightest ideas in advertising and marketing.

Click here for the award details. 

Click here for more information on The Big Game Came to Us (Super Bowl LVII).