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The Blessed Emoji

04/01/2018
Advertising Agency
São Paulo, Brazil
121
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Credits
Emojis and hasthags are the language of communication and expression for so many youth across the globe. Understanding this, MullenLowe SSP3 Colombia developed #BlessedHashtag to disseminate the Pope’s message during his visit to Colombia. It underscored the Pontiff’s invitation to the world’s youth to come together and unite, to reconcile and live in peace. In his own words, “don’t let anyone steal your joy”. In a ceremony that took place at the Nariño Presidential Palace in Bogotá, Colombia, Esteban Santos, the youngest son of the President and Nobel Peace laureate Juan Manuel Santos, presented the Pope with the symbol of union for all of the world’s youth: #HashtagBendito (#BlessedHashtag). The symbol consists of a hashtag accompanied by the popular symbol of the two hands praying and was given to the Pope in a frame that the Supreme Pontiff blessed. Regardless if one considers that the hands represent a prayer, a “high five”, gratitude or simply two hands uniting, the idea is that this blessed symbol can be used by all youth around the world, to spread Pope Francis’ message of union and peaceful coexistence. The blessed symbol quickly went viral country-wide in Colombia, and generated +4.5 million Instagram impressions. Everyone is welcome to join the movement using #HashtagBendito (#BlessedHashtag) and the emoji.
About MullenLowe Brasil

MullenLowe Group is a creatively driven integrated marketing communications network with a strong entrepreneurial heritage and challenger mentality. We are a global creative boutique of distinctive diverse agencies, rich in local culture with both intimacy and scale, present in more than 65 markets with over 90 agencies. With a hyperbundled operating model, global specialisms include expertise in brand strategy, and through the line advertising with MullenLowe; creatively driven digital transformation with MullenLowe Profero; media and communications planning and buying with Mediahub; customer engagement with MullenLowe Open; and consumer and corporate PR with MullenLowe PR and MullenLowe salt. We are focused on delivering an Unfair Share of Attention for clients’ brands and are consistently ranked among the most awarded creative and effective agency networks in the world. For eight consecutive years, MullenLowe Group has topped the Effie Index as the most effective global network in terms of points per dollar revenue, in 2018 was named to the Ad Age Agency A-List and in 2019 was ranked in the top ten ‘Top Agency Networks for Creativity’ in the WARC Creative 100.

MullenLowe Group is part of the Interpublic Group of Companies (NYSE: IPG).

For more information, visit us at www.mullenlowegroup.com or follow MullenLowe Group on Twitter @MullenLoweGroup and on Facebook.com/MullenLoweGroup.