Subway Ad #4: Twitter is…
A smart, simple and cheeky station ad campaign
Twitter takes over the 34th St Union Square subway station with its straightforward and clever campaign. A company that is a platform for so many voices really embraces this and lets their own community promote the product in a unique way.
This campaign is not only cheeky, weird, and funny, but also highlights the smart design of its digital interface in print form. Each instance of the ad holds onto the same structure that their app and web platforms do. It’s wonderfully responsive and size-agnostic. I really enjoy their approach design-wise and message-wise as well: simple and to the point.
The design of these ads compliments, highlights, and even promotes it’s own users while also promoting the platform they have. It’s clear that their mission is to showcase the words of the users while the twitter-container remains in the background.
Adaptable design systems, GO!~
The beauty of this design approach is that it works on any surface: typical 3:4, long horizontal banners, digital vertical layouts, and even staircases! I love design systems that work wherever they are used and they adapt to where they are displayed.
The power to adapt and mold with where the audience needs to see it is very smart and powerful. It creates cohesion and an easy-to-understand structure that you can quickly catch on to. These design decisions allow the content to shine while keeping to the system. Consistency is key!!!
If it ain’t broke, use it everywhere!
Some may criticize twitter for taking the easy way out and repurposing their web interface on print ads. They may say it’s lazy design and “I could have thought of that pshh you call THAT good design?” And to that I say, what does good design mean to you then?
Complexity doesn’t automatically mean it’s good and neither does simplicity. It’s about controlling visual elements to form hierarchies, balanced layouts, and send a clear, consistent message. What I consider to be “good design” has more to do with intention, clarity, and final execution. For these ads, I think they hit the nail on the head.
Check out what other people are saying
I definitely get a sense of “don’t ask us, see what other people have to say!” Twitter does both jobs of giving back to its users while also promoting themselves in a clever way.
People build trust between each other based on the honest reviews and perspectives that others have on something. Think about when making a purchase or going to a new restaurant. Before even trying it out you’ll see if anyone you know and trust has any insight and if you don’t have that, then you read the reviews. This campaign is basically Twitter highlighting its best reviews from verified, real-life people.
In conclusion…
They’re not trying to take you off into another world, use eye candy and impossibly perfect models. They’re using real tweets, real data, and talking to real people. That’s what they’re about! The democratization of the internet as it is today and how it adds people’s lives is what I see on display here.
I give this campaign a thumbs up! Twitter knows what it is, what it stands for, and how it adds to its users' lives. This is one successful campaign in my book!
Thanks for reading!
–Naomi
