Best of 2016 No. 7 Print/OOH/Design -- Hillary Clinton and Donald Trump Peer Out Over NYC in This Twitter Billboard

Campaign Taps Into Presidential Election

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Editor's Pick

Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.

Our choice for #7 in the print/design category is Twitter's U.S. outdoor campaign, which featured the likes of Hillary Clinton and Donald Trump's eyes staring out over New York City. Cryptic billboards baffled some commuters at first with executions with no copy, just hashtags and Twitter logos, but were designed to educate a wider audience beyond the "bubble" on what Twitter is all about. Further executions went on to highlight election issues beyond just the candidates, such as cannabis, guns and climate change.

Original story:

Twitter's new billboard may inspire a sense of hope -- or foreboding, depending on how you look at it. It features side-by-side, black-and-white close-up shots of the eyes of presidential candidates Hillary Clinton, on the left, and Donald Trump, on the right. There's no copy, just hashtags and Twitter logos flanking each face.

The out-of-home ad just went up this morning near the Lincoln Tunnel in New Jersey, hitting commuters heading into NYC. The image is simultaneously powerful and ominous -- it's as if Mrs. Clinton is peering suspiciously at her opponent, while Mr. Trump grimaces over the city. But it helps to make the point that the brand is here to keep you posted on the world's goings on, as they're happening.

It's a simple, but impactful illustration of the new marketing approach that CMO Leslie Berland introduced earlier this year: "Twitter is where you go to see what's happening everywhere in the world right now," she wrote.

The campaign had debuted with videos that more explicitly presented that idea, and then earlier this week it took a more cryptic approach in New York City with posters featuring nothing but punctuation marks adorned with the Twitter logo.

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About

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Date
Oct 14, 2016
Agency:
In-house
Client:
Twitter
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