Challenge
Given the popularity of the platform, Twitter struggles to attract the attention of advertisers and be considered for online campaigns.
Brief
Produce a compelling, data-driven campaign to draw awareness to Twitter’s most influential segment: Black Twitter.
Insight
The general public is largely unaware of the contributions of Black Culture to that of the mainstream. Black Culture has influenced everything from music, fashion, lexicon, and fast-food chicken sandwich preferences.
Strategy
Exhibit the contributions of Black Culture to music, art, cuisine, fashion, and language on posters that are wheatpasted across selected cities. Ten of the most visible moments in pop culture from recent years are traced from their origins on Black Twitter to their prominence in the public consciousness. These narratives are evidence of the importance of something as easily overlooked as Black Twitter as a fulcrum of modern society.
Execution
A collection of posters are scattered across four urban centers, selected for their rich tapestries of Black culture. Playing off local concepts of art and advertising, the posters are targeted to draw attention to the influence of Black Twitter, while celebrating the cities overall contribution to the Black culture. Posters in South Los Angeles are distributed similar to “For Your Consideration” ads. In Detroit, circulation parallels current murals and beautification efforts. Posters are displayed in storefront windows and on the streets in Chicago’s South Side. In New York City, the Bronx subway station walls are covered in infamous tweets.
