The Human Company wins the award thanks to the “On Air with hu” campaign, created with Cooltura Creative Agency.
hu openair, the Human Company group brand encompassing an ecosystem of eleven open-air properties in Italy and Europe, is proud to announce its success at the prestigious TikTok Ad Awards 2025. The brand triumphed in the Greatest Branding category thanks to its “On Air with hu” social media campaign, developed in collaboration with Cooltura, a creative agency specialising in the production of short and authentic video content, recognised among the top creative companies for its innovative use of the TikTok platform.
The initiative positioned hu openair among the most creative and successful operators, and represents an example of fresh and engaging storytelling, designed to resonate with a young, digital audience. The campaign successfully combined the platform's spontaneity and interactivity with the brand's unique identity, offering content that meets the new demands for authenticity and interaction required by next-generation social media.
Valentina Fioravanti, Chief Marketing Officer of Human Company.
“We are proud to receive this award, which reflects our strong vision and great teamwork with Cooltura since the channel opened two years ago. The numbers demonstrate the success of this campaign (161 million impressions, 6 million views and over 350 thousand in total engagement), and so does its ability to produce distinctive yet interesting content born from real insights.
On TikTok, we have chosen to present ourselves in a genuine, transparent, and authentic way, using language that is native to the platform. This recognition shows that we are on the right path. We are ready to evolve and challenge ourselves again, continuing to distinguish ourselves in the highly competitive travel sector.”
Marielena Traverso, CEO, and Carolina Bin, Creative Director of Cooltura
“We are proud of this achievement: the Greatest Branding award confirms that authenticity and courage pay off. Our approach goes beyond traditional advertising: we create narratives that resonate with the culture of the platform, making brands more accessible and transforming communication into conversation. Trends and insights give a voice to the community and fuel creativity."
The first TikTok-native podcast in the travel world
The campaign marked a further milestone with the first TikTok-native travel podcast in Italy. hu openair and Cooltura have brought a long-form format to the short video platform, creating a space for listening, discussion, and reflection around the topic of booking stress. The podcast brought together the creators involved in the campaign to provide the community with concrete solutions.
This choice represents a significant evolution in the use of TikTok: traditionally associated with fast and instant content, the platform is seeing a growing adoption of more in-depth formats like podcasts. The most innovative brands are discovering that TikTok, if handled with a strategic approach rather than as pure entertainment, can become a driver of utility and value, offering content that looks beyond virality to respond to real user needs.
hu openair and Cooltura have been collaborating for 2 years and have achieved great success together, garnering +200 k followers and 1.4 million likes. The company is growing to become a key player in the TikTok travel landscape, offering highly engaging content to inspire the community.
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