Marco Heutink
UX Director at Cheil Germany GmbH
Schwalbach, Alemanha
TituloLand of Emojis (1mn)
Agência
Campanha Samsung Land of Emojis
Anunciante Samsung
Marca Samsung
PostedNovembro 2018
Sector Empresarial Telemóveis e pagers
História Samsung Land of Emojis is mobile app and campaign that empowered hundreds of thousands of Germans to make a positive statement about diversity on a personal level as well as for the whole world to see.The campaign started across multiple channels using digital and ambient media and featuring (mobile) websites as well as an innovative mobile app by asking the audience to create their very own personalized emoji sets which then could be used on any digital device for messaging.The three months long campaign period then culminated in a literally symbolic message of positivity in one of Germany's largest outdoor installations.On the annual national “Day of Germany Unity”, all emojis created by the audience were projected onto the Brandenburg Gate in a spectacular, live-rendered 3D mapping, creating a new temporary symbol of diversity that presented itself as an ideal photo opportunity to share with people around the world.Adding to the local cultural importance was the fact that the Brandenburg Gate as a national public monument is usually prohibited from any commercial use.Getting the permission for the 3D mapping on this symbolic landmark was only possible because all the content, namely the personalized emojis had been co-created by the audience itself, thus proving the power and larger cultural relevance of the campaign message.
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