Clio Music Grand Winners: K Camp 'Lottery (Renegade)'

Amplifying the ultimate song and dance phenomenon in social media

Clio Music Grand Clio: Social Media
Entrant: RARE Sound
Brand: K CAMP
Campaign: "Lottery (Renegade)"

Few songs have made a dent in pop culture in recent years quite like "Lottery (Renegade)" from K Camp. After 14 year-old choreographer Jalaiah Harmon created the dance craze known as the "Renegade" challenge on TikTok, RARE Sound worked with creators to amplify and extend the dance—giving it consistent, widespread and lasting cultural impact.

Above, hear from Wesley A'Harrah of Hyper Orange and Mixtape Monopoly about harnessing social media for this campaign. And below, check out the case study.

See more Creative Brief videos with the 2020-2021 Clio Music Grand winners as we roll them out over the coming week. And to see all the winners, including gold, silver and bronze, visit the winners' gallery.

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. Previously, he was creative editor at Adweek.

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