Twitter - Me on Twitter vs. Me on…

The What's Happening campaign had established something important: Twitter wasn't a social network, it was where the world's most important conversations happened in real time. But by 2019, the question had evolved. Every platform was claiming the same word - authentic. So the next challenge was sharper: what does Twitter actually feel like, and why is that different to anywhere else?

The answer was already living on the platform. The "Me on Instagram vs Me on Twitter" meme had gone viral organically, millions of people contrasting their curated, polished Instagram selves with who they actually were on Twitter. Unfiltered. Unguarded. Honest in a way that felt almost embarrassing anywhere else.

We took those Tweets, verbatim, as posted, and made them the campaign. No art direction. No rewriting. Real Tweets from real people, blown up to six feet tall on subway walls across New York and San Francisco. The yoga pose on the beach versus lying face-down eating fried chicken. The glamorous horse photo versus the awkward selfie. Twitter as the one place online where nobody was performing.

The work proved its own point. The official @Twitter account tweeting 👀👀 at 2:53am. A campaign that could only have come from, and only made sense because of, Twitter.