In anticipation of the Amsterdam Dance Event (ADE), Crocodile Agency received a brief from ADE to spotlight a unique partnership with GVB, Amsterdam’s public transportation provider. Acknowledging that ADE thrives on collaboration with partners, GVB being a key player, the goal was to raise awareness among the target audience—Gen Z and early Millennials. Recognizing TikTok as the hub for the new generation, Crocodile Agency, in collaboration with ADE, created an interactive concept engaging the TikTok community.

JACK SHORE: HARMONIZING THE TRAM VIBE
Aligning seamlessly with the electronic music essence of ADE, Crocodile wanted to collaborate with Jack Shore, a 22-year-old TikTok sensation known for his videos featuring Dutch music. With millions of views and a massive following, Jack Shore became the face of the collaboration. His innovative approach, transforming commercial jingles into indie electronic masterpieces, gained immense appreciation.

COMMUNITY HARMONY
In collaboration with ADE and GVB, Jack Shore crafted a catchy jingle centered around Amsterdam’s most iconic mode of transportation—the tram. Collaborating with various creators, the Crocodile team amplified the jingle’s impact, encouraging the community to embrace and use this unique sound. Participants stood a chance to win an ADE Pro Pass, adding an extra layer of excitement. The creators involved, including Koen van Heest, Roxanne Kwant, BXT Music, Levi Nass, King Failsel, Monserima, and Merel Beks, played a huge role in bringing the campaign to life. Their collective efforts amassed nearly 800,000 views, with Jack Shore alone reaching 2.1 million views on TikTok, setting the stage for ADE. Jorinde, Head of Partnerships at ADE, expressed pride in how the collaboration resonated with Gen Z and early Millennials, stating that the tram bell now triggers thoughts of the iconic sound associated with the campaign.