Samsung
Land of Emojis
Experiential Campaign
Synopsis:
Samsung Land of Emojis is the 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 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 month 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 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.
Agency Credits:
Chief Creative Officer: Roland Rudolf
Executive Creative Director: Joern Welle
Creative Director: Arnab Biswas
Senior Copywriter: Chris Druecks, Annika D'Ambrogio
Senior Art Director: Rafael Magessi, Sonja Fritsch
Art Director: Alexander Neusinger
Junior Art Director: Trang Le Tu
Senior UX-Designer: Marco Heutink
Retail Designer: Malte Nowag
Head of Development: Christoph Fischer
Senior Developer: Sebastian Staats
Senior Project Manager: Jan Dörmann
Project Manager: Anna Mrass
Project Manager: Valentina Zehe
Junior Project Manager: Janina Gerstadt
Senior Producer: Moritz Gillrath, Cindy Steigerwald
Business Director: Hong Seuk Lim
Account Director: Stefan Prilipp
Senior Director Public Relations: Roman Laufer
Client:
Samsung Electronics Germany
