Twitter

What’s happening. Right now.

Twitter is one of the most recognized brands in the world. Awareness was high, but understanding was not. Most non-users saw it as just another social network for staying connected with friends and family. They didn’t see it for what it really is: the fastest way to understand what’s happening in the world.

There was another barrier. People believed they needed to tweet to get value from the platform. That expectation created pressure and kept many from engaging. In reality, Twitter’s power comes from listening. You don’t have to say anything to be part of the conversation.

We set out to change that perception. I led Twitter’s first global brand campaign, anchored in a bold, disruptive out-of-home approach. Oversized visual hashtags were designed to stop people in their tracks and reframe the platform. Not as a place to broadcast your life, but as a real-time window into breaking news, live events, and the cultural moments shaping the world.

The work was intentionally provocative. It invited people to pause and reconsider what they thought they knew. It earned a Cannes Lions Grand Prix, increased awareness of Twitter as a real-time information source by 25%, and drove a 15% lift in non-user engagement.

More importantly, it shifted the narrative. We didn’t just remind people Twitter existed. We helped them understand why it mattered.