Forget dull old sad and happy. What about "cute crazed," "bad happy," "selfie-obsessed" and "awkward" -- not to mention FOMO and #winning? That's the idea behind this campaign from Mentos, which has launched a range of downloadable emoticons -- or "ementicons" -- that represent feelings you've never had the symbols to express.
Created by BBH London and illustrated by Genevieve Gauckler, the ementicons will be available to download for all iPhone users. They have been launched in partnership with Ultratext, a messaging app that allows users to create colorful animated GIF messages, and will be added to the Ultratext keyboard.
The campaign is supported by a set of six humorous online films, directed by Indy8's Matthew Pollock, which will be housed on YouTube and shared on Mentos' social platforms.