Sync Watch: Optus & TikTok launch dance challenge with Baker Boy

Optus is celebrating the end of lockdowns with a music-driven campaign on TikTok.

The #YeahWeBack challenge started on the weekend and runs for one week across the video-sharing platform and also encourages people to stay safe during the ongoing pandemic.

The 20-second clip incorporates social distancing into a dance routine, paired with a rap from Indigenous artist Danzal Baker, also known as Baker Boy.

“Are you ready? The moment has been building for months. Australia’s coming back together with the ultimate reunion dance,” reads the campaign’s description.

The challenge features Baker Boy’s ‘Move’, released in March, which he dedicated to his partner and said serves as a tribute to the strong women in his life.

Optus head of marketing Mel Hopkins told Mumbrella the partnership is a celebratory one: “It’s no secret the last few months have come with their fair share of challenges.

“We are delighted to be able to celebrate the awesome music of Baker Boy as we move into a new stage post-COVID where you can reconnect with friends and family with some tunes and dance.”

On June 14, TikTok featured a 24-hour takeover to promote the challenge on the platform. Two weeks later, once submissions have been received, a compilation video will be shared.

The challenge tag has already generated over nine million views since launch.