These photos were used as part of the larger 'Hashtag Killer' campaign, which set out to eradicate the ironic 'first world problems' meme. We created print and OOH that paired #FirstWorldProblem tweets with relatable imagery from Haiti. In one of the executions, we show a tweet from a woman complaining about her son getting the wrong toy in her happy meal, juxtaposed against the striking image of a Haitian boy holding his actual toy: A blown up condom.
