Nedd’s Uncomfortable Challenge - TikTok Live

ABOUT THIS ENTRY

A campaign that captured worldwide attention, breaking records and raising millions with the world's longest ever continous TikTok livestream. 304 hours straight following one man, Nedd Brockmann, and his attempt to riase millions of dollars for homeless Australians. Nedd’s raw and unfiltered struggle playing out in real-time. But it wasn’t just a livestream. It became a 24/7 content engine that generated millions of eyeballs across Tik Tok, but also across traditional media.

How does this represent "Excellence in Engagement"?

This campaign didn’t just raise the bar for TikTok engagement - it redrew it entirely. Being the first livestream of its kind: a 304-hour continuous broadcast of one person running on a track, with morning and evening shows, purpose-built for TikTok’s audience. This alone reimagined what TikTok Live could be - not a fleeting moment, but a long-form experience that sustained attention, inspiring action for nearly two weeks.

The continuous TikTok live stream attracted 4.7 million+ viewers, with over 1 million tuning in from overseas. The content garnered 2.1 million likes and 648,972 comments, reflecting the incredible social engagement.

During the Livestream, more than 25 hours of dedicated LIVE programming was created on a second screen below the live footage of Nedd’s record attempt. Celebrities, content creators, and sports personalities were enlisted to host and appear, which were used to help push fundraising and bring in their own audiences.

By blending the endurance of a traditional charity event with the interactivity of modern culture, this campaign set a new benchmark for platform-first storytelling. It redefined how a TikTok presence can not only entertain but also unite and mobilize an entire nation to support one man and a cause.

Objective

In 2022, Nedd Brockmann inspired Australia by running across the country, raising over $2 million for homelessness. But in 2024, he returned with a bigger mission: to break the world record for running 1,000 miles and to double his fundraising impact for charity partner We Are Mobilise. The twist? He would run every single step on a 400-metre athletics track. No scenery. No landmarks. No final destination. Just 10 days of raw repetition. The challenge was more than physical - it was creative. How do you build mass engagement around an event with no visual variety, no cinematic setting, and no built-in drama? The objective became clear: turn endurance into entertainment, and discomfort into collective action.

The solution was TikTok. Not just as a platform, but as a vehicle to redefine what presence and storytelling could look like in a digital world. The goal wasn’t to post highlights - it was to live-stream the entire experience, immerse fans in every lap, and build a connected community that could rally behind the cause.

This wasn’t about creating a moment on TikTok. It was about making TikTok the moment - and turning every viewer into a participant in something bigger.

Strategy & Execution

To capture the attention of the modern sports fan, we leaned into the power of real-time content, raw human storytelling, and platform-native engagement.

We launched the world's longest-ever continuous TikTok livestream. Three static cameras captured every moment of Nedd's effort, streamed live day and night. No edits. No filters. Just brutal honesty. But this wasn't just one long feed-it was a multi-layered broadcast. We produced over 25 hours of dedicated live programming, hosted by creators, athletes, and media personalities. From morning check-ins to evening wrap-ups, the second screen transformed the stream into a full content ecosystem that informed, entertained, and activated viewers.

To drive engagement beyond the stream, we embedded TikTok's tools directly into the experience:

A custom Donate button, integrated on mobile and desktop, allowed frictionless in-app donations.

Live dedicated updates on Nedd’s distance

The launch of the #NeddPledge, a viral initiative led by Australia's biggest TV personality, Hamish Blake, challenged companies to donate publicly on TikTok and rally their communities.

From toilet breaks to blisters, viewers were there for every moment. TikTok wasn't just a distribution platform - it became the stadium, the crowd, the cheering, the media network, and the donation box.

Organizations

• Bursty
• Nedd's Uncomfortable Challenge
• TikTok

Links

•   TikTok

Credits

James Ward
Creative Director
Bursty

Adrian Goold
Creative Director
Bursty

Cameron McFarlane
Account Director
Bursty

Jack Clarke
Videographer
Bursty

Jess Elder
Videographer
Bursty

Ben Gibson
Videographer
Bursty

Linc Cottee
Graphic Designer
Bursty

Portia Lombardi
Event Manager
Bursty

Luke Shelley
Social Media Manager
Bursty

Luke Williams
Executive Creative Director
Bursty

Richie Butterworth
Managing Director
Bursty

Xavier Cordier
Account Director
Bursty

Sam Starkins
General Manager
Bursty

Claudia Higgins
Account Manager
Bursty

Scott Broekhuyse
Head of Clients
Bursty