Synopsis: In 2016, after celebrating 10 years of Twitter as a global platform that changes the way we get our news, culture, and entertainment, it was time to redefine who and what the platform is for the world. With the launch of its new brand positioning “It’s what’s happening” and the backdrop of an unprecedented year in politics, social issues, and iconic celebrity losses, Twitter decided to use striking images, a visual hashtag, and OOH to tell its story. When events happen in the world, they happen on Twitter. Learn how and why Twitter looked to the OOH medium as a beautiful and powerful way to humanize the brand and reflect the events and conversations on Twitter back out into the world.
Joel Lunenfeld is the Vice President of Global Brand and Creative Strategy at Twitter, responsible for Twitter’s brand marketing and creative lateral thinking across the company.
He has been there since 2011, having previously led a Sales Strategy team spanning 30 countries and charged with partnering with brands to fuel Twitter’s advertising business. He has been one of the top influencers in the digital space for the last 18 years, graduating SUNY Buffalo in 1999 with a degree in Anthropology. He is an entrepreneur and free thinker who understands culture first, marketing second.
As one of the first employees and eventual CEO of Moxie Interactive, his accomplishments in this ten-year post helped shape the digital industry in ways still felt today. Lunenfeld has lead engagements with world-class brands such as Verizon Wireless, L’Oreal, Twentieth Century Fox, and Coca-Cola, HP, and many others.
He is a strong advocate for the future of creativity, holding board positions with the IAB and the Global Art Directors Club. As a recognition of his career achievements and impact on the industry, Lunenfeld was inducted into the AAF’s Advertising Hall of Achievement in 2015
Lunenfeld also cares deeply about giving back to society. In 2014 he co-founded a nonprofit –The Guardian Project– www.guardiangym.org a boxing and jui-jitsu gym in Oakland working with at-risk youth to build community and self esteem through martial arts. Lunenfeld also serves on the board of Hire Heroes USA, a nonprofit that helps veterans and their spouses find jobs and transition from military to civilian life.
Lunenfeld is focused deeply on his family. The love of his life @heddy, daughters @fiona and @lexington, is what he considers his greatest accomplishment to date.