Creativity

This Emoji Is Meant to Scare You

Sprint's Twisted Sculpture Is a Sobering Warning to Miami Drivers

By Alexandra Jardine. Published on May 03, 2016

Editor's Pick

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.

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Credits

Date
May 03, 2016
Agency:
Alma
Chief Creative Officer:
Alvar Suñol
Client:
Sprint
Creative Director:
David Alvarez Rizo
Creative Director:
Juan Camilo Valdivieso
Copywriter:
Sheska Ocasio
Art Director:
Suhey Saldarriaga
Group Account Director:
Faustino Quiros
Consumer Connections Director:
Jorge Mercado
Social Account Director:
Herman Grabosky
Production Company:
Landia
Executive Producer:
Michelle Headley
Senior Producer:
Ximena Aguirre
Senior Print Production Manager:
Mimi Cossio
Editor:
Rick Morales
Communications Manager / PR:
Tatiana Seijas
Media Placement:
Magnacom Worldwide
Public Relations:
Mugsy PR

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