Cannes Lions

MOVIE EMOTICONS

DENTSU, Tokyo / COCA-COLA / 2011

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Presentation Image

Overview

Entries

Credits

Overview

Execution

For women with high levels of dependency on cell phones, we developed a completely new set of extremely short 'movie emoticons' for text messaging. Featuring 70 varying emotions, expressed through just one word – "NO".

Outcome

Word of mouth, especially through social networking services and Twitter, helped spread recognition amongst women, our target demographic, and beyond, resulting in 2 million downloads, successfully catapulting the sales of the product.

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