In September, the company 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 this social platform paired with the hashtag symbol and company logo. Reclaiming the hashtag symbol — which the company originated seven years ago to bring people together in conversation — gave depth to the surprising and thought-provoking images.