As part of Twitter’s new overall “It’s what’s happening” brand positioning, the marketing team created this 2016 year-in-review film.

This film ran on twitter.com at the end of 2016 as a recap to all that happened on Twitter, and the creative team wanted transcendent music. In 1971, Marvin Gaye’s “What’s Going On” was hailed as the spiritual anthem that reflected a time of social and political upheaval and change. What was true of “What’s Going On” in 1971 — an anthem that accurately reflected the feelings of the people — was also true in 2016 when Twitter used it as the backdrop for its #ThisHappened year-in-review film.

The film ran exclusively on Twitter, reaching millions of viewers and racking up more than 20,000 Retweets and 38,000 likes.