The Challenge – Twitter was known as a platform for real-time conversations but needed to strengthen its image as a champion of women’s empowerment and a supporter of diverse voices. The 2018 Oscars presented a unique opportunity to amplify this message and make a cultural impact.
The Insight – The challenge was to create a powerful, memorable campaign during a high-profile event that authentically aligned with Twitter’s mission of amplifying diverse voices. Our strategic insight was to use the Oscars—an influential platform for film and culture—to celebrate women’s empowerment, making Twitter a visible advocate for change and representation.
The Solution – I led the #HereWeAre campaign, Twitter’s first-ever Oscars commercial. The ad featured a moving poem by New York poet Denice Frohman and appearances from influential figures like Ava DuVernay, Issa Rae, and Jennifer Brea, celebrating women’s voices. We amplified the message through a live event with women leaders from film and media, fostering real-time discussions on representation. We also ran a full-page ad in The New York Times, reinforcing our commitment to women’s empowerment.
The Impact – The #HereWeAre campaign generated over 10 million views in the first 24 hours, garnered widespread media coverage, and established Twitter as a cultural catalyst for impactful conversations. The campaign successfully positioned Twitter as a platform dedicated to amplifying women’s voices and driving meaningful change.
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Client: Twitter
Role: Global Executive Creative Director