Samsung – Land of Emojis

Under the motto “Vielfalt macht uns alles besser” (Diversity makes everything better for us), Samsung launched a digital campaign for Land of Emojis, an app which automatically turns selfies into individual emojis. Young people in particular started to use their own customised emoji sets. The campaign culminated in an event held on the Day of German Unity. On this symbolic date, all of the user-generated emojis were presented in a spectacular public live projection mapped onto the Brandenburg Gate. The fascinating light installation on the iconic architectural monument, which is usually off limits for brand campaigns, was intended as a powerful sign of diversity in Germany and achieved an image transfer for the brand.