Japan National Tourism Organisation
Master Of The Emoji
Launching on international day of the emoji, we challenged the public to correctly translate a series of emoji phrases, progressing in difficulty across ten nail biting stages. After stage three was the chance to win a trip to Japan (the home of the emoji) and for the most dedicated emoji apprentices, strong enough to make it past all ten stages, they achieved prestegious "Master of the Emoji" status and became gods amongst friends.
Each emoji phrase was inspired by Japanese traditions, culture and society, and between stages, we took the opportunity to educate the player on how each reference is related to Japan. This was in partnership with All Nippon Airways
Creative Director & Strategy Director