How do you turn a somewhat self-absorbed Twitter phenomenon into an attention-grabbing call for help? In the latest video of ADC's Behind The Cube series, Matt Eastwood, Chief Creative Officer of DDB New York, speaks to an ADC Gallery audience about "Hashtag Killer", a WATERisLIFE campaign that used the popular #firstworldproblems hashtag to make a connected public realize how trivial their daily issues are when compared to someone living in abject poverty. Matt tells the audience what initially inspired the campaign, as well as how it became a reality. "Hashtag Killer" won two Gold Interactive Cubes at the ADC 92nd Annual Awards in April 2013.

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