While Pepsi has been bringing emoji to its cans, fashion and more, Sprint has been using the symbolic communication tool to relay a more life-concerning message. The brand recently created a sculpture of an emoji out of a twisted car and has placed it in downtown Miami to serve as a reminder of the dangers of texting and driving.
The brand's agency, Alma, created "The Last Emoji" out of a junkyard wreck and is encouraging drivers to post with using the hashtag #SprintDriveSafe. It can be seen on the roadside at 1200 Brickell Avenue.
The campaign targets Miami drivers particularly, as Florida is one of the only states that doesn't list texting while driving as a primary offense. Last year there were more than 45,000 crashes from distracted drivers in the state, 200 of them resulting in fatalities.