MEMOJI

Short List
TitleMEMOJI
BrandSTAEDTLER
Product / ServiceCOLOURED PENCILS
CategoryA02. Mobile Applications and other Downloadable Tools
EntrantLEO BURNETT HONG KONG, HONG KONG
Entrant Company LEO BURNETT HONG KONG, HONG KONG
Advertising Agency LEO BURNETT HONG KONG, HONG KONG

Credits

Name Company Position
Cccdi Ltd. Programmer
Leo Yeung Young And Innocent Illustrator
Hanford Sheng Leo Burnett/Hong Kong Associate Brand Director
Margaret Chan Leo Burnett/Hong Kong Management Supervisor
Jessie Fung Leo Burnett/Hong Kong Copywriter
Ra Tang Leo Burnett/Hong Kong Art Director
Hoi Yiu Leo Burnett/Hong Kong Interactive Creative Director
Kennedy Pang Leo Burnett/Hong Kong Interactive Group Creative Director
Kenny Ip Leo Burnett/Hong Kong Associate Creative Director/Art Director
Wen Louie Leo Burnett/Hong Kong Creative Director
Alfred Wong Leo Burnett/Hong Kong Creative Director
Brian Ma Leo Burnett/Hong Kong Creative Director
Connie Lo Leo Burnett/Hong Kong Executive Creative Director

Brief Explanation

Since 1834, STAEDTLER coloured pencils have allowed generations of people to express themselves freely and creatively. Nowadays, however, people rely mostly on texting through mobile devices to communicate thoughts and feelings. How do we revive the relevance of STAEDTLER coloured pencils by letting people rediscover this expressive analog experience on a standardized digital mobile device? In Asia, emoji is very popular as a way to add personal touches and emotions to otherwise very impersonal text messages. But are these cookie-cutter graphics enough to express every individual’s unique feelings? Introducing “MEmoji”, a mobile app that allows you to use virtual STAEDTLER coloured pencils to create your very own emoji, or MEmoji. Once created, your MEmoji can immediately be used on different messaging platforms and social media. You can also share your MEmoji with other users or download their creations through the app, allowing everyone to share and express their uniquely illustrated feelings around the world. As a result, thousands of people downloaded the app in the iTunes App Store and Android Market. Over 2,000 MEmoji were created in the first week. People spent on average 5 minutes to create each MEmoji and sales increased 10% and continue to grow. Most importantly, everyone could illustrate their feelings, genuinely and uniquely.

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