I joined Snap just in time for their first-ever global integrated marketing campaign. The goal was to put a spotlight on what makes Snapchat unique: you. More specifically – that raw, unfiltered you that you only share with your real friends on Snapchat. It’s not not a dig at Instagram.

To kick things off, we put up billboards featuring quotes on friendship by everyone from Walt Whitman to Marilyn Monroe.

Then, we partnered with hundreds of “Quotefluencer” accounts to take over the #friendship hashtag on Instagram.

 
 

Finally, on International Day of Friendship, Snapchat formally introduced the world to “Real friends” – actual Snaps of over 30 pairs of real friends across the globe. Below are a few of my faves.

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