'This is Happening' Campaign
Rights Clearance

twitter 3.png

The Brief

Lucky Generals created an online film to showcase that Twitter is an extraordinary place, where amazing stuff is happening all the time - from breaking news to celebrity gossip, serious campaigning to entertainment. Dancing was the chosen theme in order to engage with a demographic of 20-something women and ITB helped to secure and clear related content.


Casting and Securing

With an extremely tight deadline of two weeks ITB secured a variety of content: from Pharrell William's tweet in support of a man that was body shamed while dancing, a clip of Jon Snow dancing like Drake through the Channel4 News studio and finally a clip of a grandmother dancing for joy when meeting Barack and Michelle Obama in the White house.

twitter 1.png
twitter 2.png

The Results

In addition to the launch film, Lucky General then really brought the idea to life with a #keepdancing hashtag, emoji and "GIF party" on the platform. Thousands of people, from Jamie Oliver to Monica Lewinsky, created dancing GIFS and generated millions of impressions.