Twitter

What’s happening. Right now.

Twitter is one of the most recognized brands on the planet. 90% of people worldwide know the name. But recognition isn’t the same as understanding. And we had a problem: most people who weren’t using Twitter thought it was just another social network for keeping up with friends and family. They didn’t see it for what it really is: the fastest way to find out what’s happening in the world.

There was another barrier too. People assumed that to get value from Twitter, you had to tweet. A lot. That felt like pressure. Like a performance. And it was keeping people away. The truth is, most of Twitter’s power comes from listening, not posting. You don’t have to say anything to be part of the conversation.

So we set out to change the narrative. I led Twitter’s first-ever global brand effort, starting with a bold, disruptive OOH approach. We used oversized visual hashtags to stop people in their tracks and reframe what Twitter actually offers. Not a place to broadcast your life, but a window into everything happening right now. Breaking news. Live events. Cultural moments. The conversations shaping the world.

The creative was intentionally provocative. We wanted people to look twice, to rethink what they thought they knew. And it worked. The campaign won a Grand Prix at Cannes Lions. It drove a 25% increase in awareness of Twitter as a real-time information source and a 15% boost in non-user engagement. We didn’t just remind people Twitter existed. We gave them a reason to care.