Role Creative Strategy
Project Everyday Monsters
Partner Agency Graffiti Kings
Awards One Show Shortlist: Craft & Illustration for OOH
Every year Halloween casts it's spooky spell over us. But everyone on Twitter knows that in real life it’s not screaming pumpkins that scare us. It’s our own cringeworthy encounters and absurd apprehensions.
@AbbyHasIssues: There’s nothing more terrifying than making eye contact with the store employee while trying refold a shirt and put it back on the shelf.
@paulbwelsh: The scariest Halloween costume I can think of is “regular adult who wants to show you how well they play the piano”
So on Halloween 2020, with Covid-19 forcing us to swap scary masks for surgical masks we took to the streets to remind our cooped-up community that Twitter was still buzzing with the funniest, most unfiltered, conversations about real life. We hunted through the hundreds of scary thoughts, singled out our favourites and dressed them up in outrageous Halloween costumes. Painted in UV, the Tweets exploded into life after dark, lighting up the night with eye-popping colours.
People thought the out of home was a scream. Metro called our “Trick or Tweet” installations “amusing” and “impressive”, whilst The Drum gave us a 5/5 star rating, saying the campaign was executed in "true Twitter Style". Superstar Tweeters told their followers to go and take a pic, with one claiming “GUYS, I’M FAMOUS IN ENGLAND!” and hundreds of people stopped to have a giggle and share snaps online. Over the six days they were up, over 1.6 million people saw our dressed-up Tweets and hundreds declared their love for Twitter across Instagram, Tik Tok and Facebook. All in all, a spooktacular success.