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Hashtag Killer Case

Award: Graphite Pencil

Graphite Pencil / Digital Advertising / Use of Social Media / 2013

The ‘Hashtag Killer’ campaign set out to eradicate the ironic #FirstWorldProblems meme, in which people tweet about frivolous life burdens. For the anthem commercial, we gathered real ‘First World Problems’ tweets and then approached people in Haiti to recite them. But perhaps even more effective was the series of personalised response videos, in which various Haitians consoled those using the hashtag on Twitter.

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