A week ago Apple and Unicode Consortium announced their release of 70 new emojis designs that will roll out in the iOS 12.1 update. Bagel lovers around the world rejoiced, thrilled to discover their favourite circular doughy treat was finally being immortalised as an emoji.
When they saw the design, their joy quickly turned to internet outrage. Not only did it look nothing like a proper bagel, this dry, sad bagel travesty was missing one crucial ingredient - cream cheese.
To raise awareness of this travesty, Philadelphia cheese teamed up with Droga5 New York and VMLY&R to launch a social campaign. They tweeted Apple and Unicode Consortium to inform them of their oversight and then launched a Twitter poll that garnered over 13,000 votes with 82% in favour of adding cream cheese.
The campaign then took things a step further by starting an online petition at change.org to further rally the online bagel loving community to put on the pressure and make their voices heard
Ten days later, Apple announced they had updated their bagel emoji to include cream cheese. Finally the internet was happy again and we ensured future generations wouldn’t have to look at a sad, dry bagel.
Full Credits
Client: Kraft Heinz Philadelphia
Campaign: Philadelphia Bagel Emoji
Creative Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Neil Heymann
Executive Creative Director: Kevin Brady
Group Creative Director: Justin Ruben
Senior Copywriter: Mietta McFarlane
Senior Art Director: Luke Chard
Senior Art Director: Tommaso Fontanella
Design Director: Michael Kleinman
Director of Business Affairs: Jocelyn Howard
Business Affairs Manager: Shaunda Slade
Global Chief Strategy Officer: Jonny Bauer
Head of Strategy: Harry Román-Torres
Strategist: Mara Buta
Head of Communications Strategy: Dean Challis
Communications Strategist: Hillary Fink
Group Account Director: Lauren LaValle
Account Supervisor: Milly Dunn
Account Manager: Odalis Lopez
Associate Account Manager: Jeff Winsper
Legal: Sarah Fox
Photographer: Paul McGeiver
Client: Kraft Heinz, Philadelphia
Vice President of Marketing: Ariel Suffern
Head of Brand Building, Refrigerated Growth Platforms: Jessica Ryan
Sr. Associate Brand Manager, Philadelphia: Blythe Pollack
Media Agency: Starcom
Associate Media Director: Dana Staton
Associate Director: Brooke Jacob
Senior Associate: Emily Donovan
Media Associate: Austin Thomson
Strategy Supervisor :Jacqueline Hoover
Senior Media Associate: Ryan Wenzel
Supervisor: Anthony Gentile
Social Agency: VMLY&R
Senior Account Manager: Anna Sagan
Account Director: Stephanie Jones
Connections Manager: Ryan O’Keefe
Creative Director: Jenna Nussbaum
Group Creative Director: Mariana Costa
PR Agency: Alison Brod Marketing and Communications
Senior Vice President: Brooke Scher Mogan
Public Relations Manager: Alyssa Keller