― ENCOURAGING SAFETY WITH THE POWER OF TWEETS IN THE wear a mask campaign.

― ENCOURAGING SAFETY WITH THE POWER OF TWEETS IN THE wear a mask campaign.

― ENCOURAGING SAFETY WITH THE POWER OF TWEETS IN THE wear a mask campaign.

― ENCOURAGING SAFETY WITH THE POWER OF TWEETS IN THE wear a mask campaign.

ENCOURAGING SAFETY WITH THE POWER OF TWEETS IN THE wear a mask campaign.

OVERVIEW

OVERVIEW

OVERVIEW

OVERVIEW

Masks are, at worst, a minor inconvenience. But in terms of considerable upsides, they help contain the Covid-19 pandemic—and offer a wonderful way to hide your most embarrassing quirks.

To bring levity and fight “caution fatigue”, Twitter set out to have their voice be heard — or in this case, the voices of people be heard — in the form of Tweets.

Teaming up with seven U.S cities — New York; Asbury and Jersey City, N.J.; Chicago; Seattle; Los Angeles; and Miami Beach — Tweets were placed on billboards, barges, chalked on sidewalks, painted on walls and projected on bridges all with the same messaging: wear a mask.

This initiative was lead by the experiential marketing team. Serving as the art director on this project, I worked with multiple outside production vendors to develop and approve billboard designs. For the social activation, I selected photography for posts that was sent out by the @Twitter handle to the people whose Tweets were featured on billboards.

Masks are, at worst, a minor inconvenience. But in terms of considerable upsides, they help contain the Covid-19 pandemic—and offer a wonderful way to hide your most embarrassing quirks.

To bring levity and fight “caution fatigue”, Twitter set out to have their voice be heard — or in this case, the voices of people be heard — in the form of Tweets.

Teaming up with seven U.S cities — New York; Asbury and Jersey City, N.J.; Chicago; Seattle; Los Angeles; and Miami Beach — Tweets were placed on billboards, barges, chalked on sidewalks, painted on walls and projected on bridges all with the same messaging: wear a mask.

This initiative was lead by the experiential marketing team. Serving as the art director on this project, I worked with multiple outside production vendors to develop and approve billboard designs. For the social activation, I selected photography for posts that was sent out by the @Twitter handle to the people whose Tweets were featured on billboards.

Masks are, at worst, a minor inconvenience. But in terms of considerable upsides, they help contain the Covid-19 pandemic—and offer a wonderful way to hide your most embarrassing quirks.

To bring levity and fight “caution fatigue”, Twitter set out to have their voice be heard — or in this case, the voices of people be heard — in the form of Tweets.

Teaming up with seven U.S cities — New York; Asbury and Jersey City, N.J.; Chicago; Seattle; Los Angeles; and Miami Beach — Tweets were placed on billboards, barges, chalked on sidewalks, painted on walls and projected on bridges all with the same messaging: wear a mask.

This initiative was lead by the experiential marketing team. Serving as the art director on this project, I worked with multiple outside production vendors to develop and approve billboard designs. For the social activation, I selected photography for posts that was sent out by the @Twitter handle to the people whose Tweets were featured on billboards.

Masks are, at worst, a minor inconvenience. But in terms of considerable upsides, they help contain the Covid-19 pandemic—and offer a wonderful way to hide your most embarrassing quirks.

To bring levity and fight “caution fatigue”, Twitter set out to have their voice be heard — or in this case, the voices of people be heard — in the form of Tweets.

Teaming up with seven U.S cities — New York; Asbury and Jersey City, N.J.; Chicago; Seattle; Los Angeles; and Miami Beach — Tweets were placed on billboards, barges, chalked on sidewalks, painted on walls and projected on bridges all with the same messaging: wear a mask.

This initiative was lead by the experiential marketing team. Serving as the art director on this project, I worked with multiple outside production vendors to develop and approve billboard designs. For the social activation, I selected photography for posts that was sent out by the @Twitter handle to the people whose Tweets were featured on billboards.

ROLE

ROLE

ROLE

Art Director

Art Director

Art Director

Art Director

CREATIVE DIRECTION

CREATIVE DIRECTION

CREATIVE DIRECTION

CREATIVE DIRECTION

Thierry Ambraisse

Thierry Ambraisse

Thierry Ambraisse

Thierry Ambraisse 

PRODUCTION

PRODUCTION

PRODUCTION

PRODUCTION

Atomic D, IDEKO, DMAX Imaging

Atomic D, IDEKO, DMAX Imaging

Atomic D, IDEKO, DMAX Imaging

Atomic D, IDEKO, DMAX Imaging 

PRESS

PRESS

PRESS

PRESS

AdAge, AdWeek, Mashable, Campaign US 

AdAge, AdWeek, Mashable, Campaign US 

AdAge, AdWeek, Mashable, Campaign US 

AdAge, AdWeek, Mashable, Campaign US 

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ON TWITTER

Twitter has also added the mask-wearing emoji to its menu of DM reactions and to the #WearAMask hashtag to help raise awareness on the platform.

We worked in partnership with the cities social accounts to continue the activation on the platform.

In addition, the @Twitter handle replied to the people whose Tweets we used to show them out in the wild and continue the platform engagement.

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PRESS

The press took notice of the campaign, being featured in prominent news outlets, such as AdAge and AdWeek. There were also a few local broadcasts that featured the campaign. 

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2022 SARAH BECKER
Don’t steal my shit.