Every brand wants its own emoji, except for Jeep. They encountered a different challenge: Jeep already had a generic blue emoji assigned to them by Unicode, the world's emoji authority. However, this emoji did not align with the brand's attributes and values.

Recognizing this opportunity, our team used it as a way to show the world just how loyal and vocal Jeep fans could be by reinforcing the Jeep voice and brand.

With zero production budget and media spend, we made a lot of noise in the SUV segment while making Jeep fans the star of the show. Fans followed our call, petitioning Apple and Unicode to remove Jeep’s link to the emoji, making Jeep the first brand to give back an emoji.