Samsung – Land of Emojis
As in all of Europe, diversity and unity are under attack in Germany. Being a brand that helps overcoming barriers and that embraces variety through a diverse range of products, Samsung wanted to support all those Germans who represent a modern, colourful, and inclusive society.
By automatically turning selfies into emojis, the world’s universal language, and personalizing them, Samsung gathered Germans of all kinds around a central message of positivity. Hundreds of thousand people started to use their own customized emojis sets, from there on promoting diversity with every chat or post. Digital displays and public installations amplified the online-campaign.
Finally, on the annual “Day of Germany unity”, all of the emojis where brought together on the Brandenburg Gate in a spectacular light show, creating a new sign of diversity shared across the world.