Twitter introduced the hashtag in 2006 as a way to unite people in global conversation. Ten years later, Twitter was ready to reclaim the hashtag and be defined as "What's Happening" in the world —  the platform for news by the people, that shows sides and doesn't take sides.

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For this debut OOH campaign, Twitter placed ads in large US cities that featured the hashtag front and center, boldly pairing it with imagery that reflected the biggest moments and conversations in news, entertainment, music, and politics. The campaign highlighted Twitter’s unique cultural relevance as the place to see what's happening.

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This initiative was created entirely in-house at Twitter. As the designer on the team, I designed the creative for all ad placements nationally, working with production vendors through multiple iterations of the campaign over several months.

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By the end of the year, the campaign garnered over 71 million impressions, and was awarded the Cannes Lion Grand Prix for an Outdoor Campaign.