'If you want to know how to change the behaviour of a group of people, co-create it with that group.'
'It starts on TikTok' has launched in US and will run in other markets such as Southeast Asia from September.
Ogilvy's Jon Tapper and Vodafone's Maria Koutsoudakis discuss how they created 'I am endless'.
WATCH: Campaign UK attended the premiere of the club's new Amazon Prime series.
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