Wall’s, the UK’s biggest ice cream brand, briefed adam&eveDDB on finding a way to activate the brand idea: ‘Wall’s takes happiness seriously’ in a more purpose led way. What better way for Wall’s to launch the campaign than the UN’s International Day of Happiness of March 20th 2017, at the start of the ice cream season.

Wall’s began gathering UK emoji data using a Twitter API feed from March 1st and on International Day Of Happiness (March 20th) launched ‘Emoji Rescue’ to tackle one sad emoji at a time and invited consumers to track the nation’s state of happiness via emoji use in real time at www.goodbyeserious.com

We used this technology to help spread happiness throughout the UK over the course of the ice cream season. We responded to the subtlest signs of unhappiness being the use of a sad emoji in a Tweet, by hand delivering a personalised delivery of Wall’s ice cream. We also reacted to national events by broadcasting happiness statistics on digital OOH posters throughout the UK, such as The London Marathon (23rd April) as well as National Ice Cream Day (July 16th) where we pitted two cities against each other in a happiness contest.