One of the Twitter OOH campaign’s key executions was the Muhammad Ali billboard. The vibrant, tripartite image of the champ paired with the hashtag symbol visually summarized the larger-than-life personality that people mourned on the occasion of Ali’s death in June of 2016, while also inviting in-depth conversation about his legacy. For this campaign, Ad Age’s Creativity said Twitter was addressing “the issues dominating the conversation” in 2016 and that the campaign “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.”