Review Routes

TikTok has launched “Review Routes”, a project that reimagines the intersection of digital platforms, digital out-of-home media, and education, supporting millions of Brazilian students as they prepare for the Exame Nacional do Ensino Médio (ENEM), the country’s most important university entrance exam. Comparable to the SAT or ACT in the United States, ENEM plays a defining role in shaping students’ futures, making this initiative both timely and deeply relevant. Developed in collaboration with AKQA Casa, AKQA's Sao Paulo studio, the activation is part of the global marketing initiative by TikTok. Its purpose is to showcase how the platform sparks creativity, drives learning, and fosters a vibrant community, leading users from discovery to passion and even new careers.
“Review Routes” is part of a larger campaign, “Millions of people learn something new on TikTok”, and is rooted in the understanding that TikTok is a growing hub for learning, with a robust community of educators and billions of views on educational content. It purposefully brings this rich content inside the platform to the 'outside world,' directly addressing the brand's commitment to demonstrating its depth beyond entertainment. Timed around ENEM week, the campaign strategically transforms urban street media into dynamic learning tools, offering quick study tips and summaries of the most-searched exam topics. This creative approach leverages everyday moments – like waiting at a bus stop or commuting – to provide educational access, particularly for young people who spend significant time in public transportation. Running from November 8th to the 16th, the nationwide DOOH initiative spans dozens of locations across 12 Brazilian states, featuring digital panels, bus shelters, and interactive newsstands.
The content is crafted by a team of teachers who are well-known for their content on TikTok. The project covers a range of school subjects: Natural Sciences, featuring Biology lessons from Yago Stephano (@yagostephano), Chemistry with Gabriel Cabral (@profgabrielcabral), and Maths taught by Gabriela de Mello (@ameninadamatematica). Portuguese is covered by Letícia de Souza (@portuguescomleticia), and Writing by Barbara Garbinato (@prof.barbaragarbinato). Samuel Nepomuceno (@dosesdahistoria) leads History classes.
Beyond DOOH, “Review Routes” takes TikTok's educational content to new venues. As part of this effort, TikTok hosted masterclasses in 48 movie theaters across 32 cities, offering more than 14,000 free tickets. Together, these initiatives demonstrate how a brand can build authentic connections by acting as a genuine partner and foster trust and relevance on a global scale.