Samsung - Samsung Land of Emojis

Like everywhere in Europe, diversity and unity are under attack in Germany. Being a brand that helps people overcoming barriers and that embraces variety and diversity through a diverse range of products, Samsung wanted to support all Germans who represent a modern, colorful, and inclusive society. So, by automatically turning selfies into individual emojis via a website and app, Samsung gathered Germans of all kinds around a literally iconic message of positivity. People started to use their own customized emojis sets, promoting diversity with every chat or post. But what resonated most, was when we took the emojis to the streets of Berlin on the national “Day of German Unity”. On this symbolic date we gathered all of the user-generated emojis in a spectacular public live projection mapping on the iconic Brandenburg Gate (which is usually prohibited for brands), creating a new and powerful sign of diversity in Germany.