It's almost the end of the year, when some of the world's prominent brands come out to remind us of all that has happened over the last twelve months. Twitter is the first to look back, with the debut of a video showing "#ThisHappened" -- reminding us just how much of a roller coaster 2016 was.
It kicks off with spectacular fireworks show from New Year's, but then hurls forward to show what turned out to be a landmark year for major world events -- including the resurrection of "Game of Thrones" character Jon Snow, the Chicago Cubs ending their 108-year World Series draught, the Mannequin Challenge, the Dakota Access Pipeline protests, the Orlando shootings, the opening of the Smithsonian Museum of African American Culture -- and the viral Michelle Obama-George Bush hug that accompanied it -- and, of course, the presidential election. Each moment, of course, is adorned with a timely and relevant real-world Tweet.
The film debuted in a blog post from CMO Leslie Berland, who announced, "What a year! From news and entertainment to sports and politics, around the world or around the block; it all happened on Twitter. Tweets brought people together in laughter, shock, celebration, fear, mourning, and jubilation. Today, we're reflecting back on the moments and memories that defined 2016."
The video also depicts some major goodbyes -- to David Bowie, Prince, Muhammad Ali, Gene Wilder and more -- who also feature in an out-of-home campaign in New York and Los Angeles in striking portraits adorned with a simple hashtag.
The brand, of course, is encouraging its users to participate in the year's send-off, by tagging their own posts with the hashtag #ThisHappened.
The year-end work shows a smart ripening of the brand campaign introduced in July, in which Twitter set out to inform a broader public about what it's really about.