2020/2021 Winners & Shortlists

Background

Every year, the big social players round up the best things that happened on their platforms and create a beautiful creative execution which we all know as “A Year in Review”. There’s nothing novel there, but that doesn’t mean that when Twitter wanted to end 2019 on a high, we needed to stick to the expected recap. Our brief focused on 2 things: 1. Get media planners on board to recommend Twitter to their clients as a key channel for best reach and engagement in MENA 2. Demonstrate our competitive edge which is reflected in the fact that Twitter’s user base is the most active in comparison to other platforms. And since no tweet exists without a person, we wanted to make 2019 all about the people behind every tweet, retweet, like and comment. With a budget of $150K, Twitter Playhouse welcomed over 280 guests in less than a day.

Describe the creative idea (40% of vote)

Most of the time, people see Twitter as the place where stories are discussed. But in truth, Twitter isn’t just for storytelling, it’s for story making. So, to bring that benefit to life, we decided to demonstrate the creation of these stories in the most authentic and tangible form: theater. Introducing Twitter Playhouse. We made Twitter a digital stage where live performances unfolded. We recounted the most meaningful stories from Twitter in 2019 and got actors to perform them in the real world. Staging every tweet through script writing, performances of actors, stage management, set design and props, costumes, lighting design and sound.

Describe the execution (40% of vote)

In partnership with Twitter, we went through the DATA behind regional tweets that performed extraordinarily well. Wen then did research on the human stories that gave birth to them, and created a THEATER PLAY. The STAGE DESIGN followed the principles of classic theater, with minimal props and clear lighting on the subjects, only disrupted by DIGITAL SCREENS that allowed the brand, Twitter, to be a silent, but very present actor. 6 plays were conducted, in an IMMERSIVE experience that included ACTING, IMPROV and DIGITAL content, in 3 different acts. Tweets were framed and used to decorate a local theater in Dubai, and digital screens facilitated the interaction of attendees with Twitter data before the show. The last act of the play was interactive and the audience was invited to participate.

List the results (20% of vote)

Over 180 brands reached. Top C-level and Senior media agencies professionals. Brand Marketers from direct clients. Media Partners. Journalists from tier one publications from UAE, KSA and Egypt. 9 interviews were staffed at the event. +100 pieces of coverage was generated in broadcast, print and online media, around the event and year in review data. Very positive feedback from attendees.