A bunch of students from Berghs School of Communication – Stockholm, wanted to promote their class to the advertising industry and attract International talent to study at their school, and more specifically their program i.e. Interactive Communication.
So they created something that could catch anyone’s attention, and would also spread the word about them into the advertising world.
The core of the project was to demonstrate their understanding for digital by highlighting the new phenomenon of “social currency”. They identified Twitter as the perfect place to execute the same, based on the behavior of tweeters i.e. sharing information and love/hate for a brand with their fellow peers, with each tweet influencing other’s perception.
They invited people to join the world’s first artwork made by Twitter users. People “paid” to get on the artwork with a tweet, and the more followers you reached, the bigger your photo was in the frame. The only person with enough followers to fill the entire piece alone, was the most followed person on Twitter at that time, Ashton Kutcher. That’s why they also urged people to #Don’t Tell Ashton.
The result…
To see the artwork visit www.donttellashton.com.