The Campaign

We created two digital films that very uniquely demonstrate the disadvantage of using emoticons today. Both the films open with a teenager receiving an emoticon from his friend, and then hilariously trying to decipher what that emoticon could mean. We see him letting his imagination run wild, which in turn leads to a bunch of extremely bizarre and amusing situations.

Creative Execution

We used two misconceived emoticons to our advantage. And we did it, by making them the heroes of our two digital films. We see one emoticon, in a fixed spot, throughout each of our films. However, the emoticon's surroundings change rapidly, as our narrator goes on trying to guess what that emoticon could mean.

Indication of how successful the outcome was in the market

Till date, the films have received over 7 million combined views on YouTube. They have been shared over 2,000 times on Facebook and have close to 30,000 likes. Additionally, the films have also been featured on several websites and blogs, online.

Our target audience comprised of college students of the ages of 18 to 21. And we noticed that almost all of them used quite a few emoticons while texting their friends and loved ones. However, emoticons can be tricky. And more often than not, we do not realise what a person is trying to say when he sends us an emoticon. So, we decided to use this very bit to our advantage. And we created two digital films that very uniquely showcase the disadvantage of using emoticons. Albeit, in a hilarious and refreshing way.