In September, Twitter launched its first-ever OOH brand expression, boldly stepping out with a series of disruptive visual hashtags. In major cities from New York to San Francisco, the campaign used iconic images of current events trending on Twitter paired with the hashtag symbol and Twitter logo. Reclaiming the hashtag symbol — which Twitter originated seven years ago to bring people together in conversation — gave depth to the surprising and thought-provoking images.

Here’s one specific executional example: The Twitter OOH campaign’s signature execution was the Hillary/Trump billboard. The provocative image of Hillary’s and Trump’s eyes paired with the hashtag symbol visually summarized the division that people felt during the run-up to the election while also inviting in-depth conversation and participation. Ultimately, the ad elevated the discourse in a bold way that invited people to come together and experience the debate of political ideology.

In all, more than 71 million impressions were achieved through the campaign’s OOH distribution strategy, with press coverage to match. For this particular execution, Ad Age’s Creativity said: “The image is simultaneously powerful and ominous — it’s as if Mrs. Clinton is peering suspiciously at her opponent, while Mr. Trump grimaces over the city. But it helps to make the point that the [Twitter] brand is here to keep you posted on the world’s goings-on, as they’re happening.”