Like almost everywhere in Europe, diversity and unity are under attack in Germany. As a brand that helps people overcoming barriers and that embraces variety through a diverse range of products, Samsung wanted to show support to all Germans who represent a modern, colorful and inclusive society, thus promoting its brand ideals.
By automatically turning selfies into emojis Samsung gathered Germans of all kinds around a central message of positivity. Hundreds of thousands people started to use their own customized emojis sets, from there on promoting diversity with every chat or post
Emojis as an intergenerational, cross-language and cross-cultural expression and shorthand of personal impressions and feelings have become an integral part of everyday communication.