Smiley: International Day of Happiness
Every year on the 20th March, it’s the UN International Day of Happiness. For Smiley and the Smiley Movement, this year marks 50 years of sharing positivity and spreading good feeling – so a huge campaign was in order to celebrate. Coinciding with the International Day of Happiness, and responding to changing global affairs, Smiley wanted to project their trademark smile emoji onto the world’s most famous landmarks – but re-styled it to reflect the colours of Ukraine’s flag, as a show of solidarity while the country is forced to endure the Russian invasion.
We worked with Smiley to make its vision a reality. Projecting smiles in London, Paris, Rome, Rio de Janeiro, Sydney, Los Angeles, New York and Berlin, Smiley’s message of solidarity travelled from the London Eye, to the Colosseum, Eiffel Tower, Oberbaumbrücke, Los Angeles Music Center, Sydney Harbour Bridge and beyond. Being captured by those who witnessed it in person, and shared right across Smiley’s social media, the campaign had a global reach both online and on the streets.