Twitter

The Brief

Twitter had always looked back at how the platform was used during events instead of getting ahead of them. They wanted to change that.

The Solve

The World Cup is a massive opportunity. It offers an attentive, obsessive audience of die-hard fans in parts of the globe where Twitter has the most room to grow. With this film, we introduced features tailored to the Cup, including two hashtags to follow the matches and a re-introduced "hashflag" -- an ability for users to display tiny emblems of the teams with three letters.