ESPN hosts get emoji-fied on live TV by the Samsung Galaxy S9

The campaign from Leo Burnett Tailor Made blew up on social media

Published On
May 24, 2018

Editor's Pick

ESPN's SportsCenter is the go-to source for the latest news about athletes and teams. The anchors are even celebrities in their own right, so audiences noticed when Paulo Soares and Antero Greco, the hosts of SportsCenter in Brazil, were replaced by giant, animated emoji avatars delivering the news--right in the middle of a typical broadcast

The stunt, created by Leo Burnett Tailor Made, drew more comments on social media than either the NBA Playoffs or the upcoming FIFA World Cup.

It was part of a campaign to promote Samsung Galaxy S9 smartphone's My Emoji feature. It's like a juiced up Bitmoji. Users can take a selfie that--after an analysis of facial features--the phone turns into a personalized, 3D emoji. The campaign is running this month and next on ESPN.

Meanwhile, over in South Korea, this is what Apple did to promote its own animated avatars.

Credits

Date
May 24, 2018
Brand:
Samsung/ESPN
Agency:
Leo Burnett Tailor Made
Chief Creative Officer:
Marcelo Reis
Vice President:
Wilson Mateos
Executive Creative Director:
Wilson Mateos
Creative Director:
Pedtro Utzeri
Creative Director:
Vinícius Stanzione
Copywriter:
Fabio Nagano
Copywriter:
Henrique Zirpoli
Art Director:
Breno Balbino
Art Director:
Ivan Loos
Client Services:
Fabio Brito
Client Services:
Mariana Nunes
Client Services:
Raphael Chiorino
Client Services:
Olivia Tornelli
Media:
Andrea Hirata
Media:
Heloisa Goldman
Media:
Alexandre Suzuki
Media:
Thais Miranda
Media:
Marcelo Akagi
Media:
Leonardo Tocca
Client Approval:
Lorenada Sarcinella
Client Approval:
Alessandra Barcala
Client Approval:
Monique Silva
Client Approval:
Giuliano Carneiro
Trade Name:
Animuz
Company Name:
Jos Almeida Design
Company Name:
Produes LTDA
Art/Animation:
Jos Almeida Design
Production Director:
Jos Almeida Design
Animator:
Fellype Navarro
3D and Post Production Crew:
Bruno Babugia
3D and Post Production Crew:
Gabriel Padua
Ad Sales Vice President:
Rafael Davini
Account Executive:
Mauro Borges
Account Executive:
Renato Mocoka
Planning:
Jessica Arslan
Planning:
Matheus Jordão
Creative Solutions:
Larissa Campos
Creative Solutions:
Daniela Lima
Creative Solutions:
Viviana Patti
Production:
Karen Barbosa
Production:
Ivana Papi

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Project Type
Tags