Clemenger BBDO Melbourne and the Wheeler Centre have brought the digital realm into the physical realm with their new #discuss campaign.

The campaign aims to uncover the important topics missing from public discussion by materializing thought-provoking tweets as historical markers on buildings and surfaces throughout Melbourne and surrounding areas.

The most intriguing and thought-provoking tweets including #discuss will be chosen for the physical plaques.

The placement of each individual tweet will be strategically considered. It is no coincidence that the following tweet “Why, in a world full of phones does no one call to chat? #discuss” by @AnnabelTellis was placed outside a Telstra store.

“Twitter will spark this campaign but it’s people’s reactions that will really set it alight. Turning something as intangible as a tweet into a permanent object means people will be exposed to new questions, ideas and talking points and will in turn discuss them within their own community,” Pauline O’Brien, head of marketing and communications at the Wheeler Centre, said.

The campaign will run for nine days, with 100 markers produced during that time.