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City 5ka 2025 Awards the Best City Posters – Marketing Magazine
Goal: Address worries and uncertainties of expecting parents
Claim: It's just a phase
Summary: The baby stroller brand Joolz has launched a limited collection called 'It's Just a Phase', which addresses the concerns and uncertainties of expecting parents.
IKEA explores ‘love at first wardrobe’ in a ‘dating show’
Goal: To promote IKEA's storage solutions through a dating show format
Claim: Storage is Sexy
Media: YouTube
Summary: IKEA has launched a dating show in the UK where participants explore potential romantic partners by viewing their wardrobes. Titled 'Storage is Sexy', the show features contestants choosing dates based on how their IKEA wardrobes are organized. The campaign is produced by Mother, which has been IKEA's creative agency in the UK since 2010.
Hay Day gets a Halloween Boost with Ghosts
Source: https://www.resume.se/marknadsforing/kampanj/svensk-byra-skapar-spokjakt-i-halloweenkampanj/
Goal: To engage players with a Halloween-themed experience
Media: digital channels, social media, in-game
Summary: Supercell's Halloween campaign for 'Hay Day', created by Forsman & Bodenfors, features paranormal expert Yvette Fielding embarking on a ghost hunt at a British manor. The campaign aims to connect the game's audience with the increasing interest in the paranormal by merging folklore with cozy mobile gaming. It will be launched globally across digital channels, social media, and within the game, coinciding with the introduction of a new character, 'The red revenant'.
Creation by Circus Ramezani: Motel One Launches First Major Brand Campaign in Its History
Goal: Increase brand awareness
Summary: Motel One has launched its first major brand campaign, marking a significant step in its marketing strategy. The campaign aims to enhance brand recognition and establish a stronger presence in the market.
As the NBA Season Begins, Michelob Ultra Cheers On Knicks Championship
Goal: Celebrate the New York Knicks' 2026 championship and bring fans together through sports.
Claim: Beer of Champions
Media: Multi-channel campaign including NBC for film airing, Superior Access platform for contests, and physical promotional items.
Summary: Michelob Ultra has launched a comprehensive multi-channel campaign to celebrate the New York Knicks' 2026 NBA championship as the NBA season begins. The campaign, driven by AB InBev’s draftLine, involves distributing limited-edition bottle openers and special promotional cans, along with a new film debuting during the Knicks' opening game. The campaign aims to recognize the team's fans and history while promoting the brand's connection to sports.
Turku Archipelago is Looking for a Scent Expert with Lambert Wilson
Source: https://www.resume.se/marknadsforing/kampanj/abo-efterlyser-nasa-med-franska-filmstjarnan/
Goal: To find an official 'nose' to confirm the scent profile of the archipelago.
Claim: The archipelago is the best smelling place in the world.
Media: TikTok, Instagram
Summary: The Turku Archipelago is launching a unique campaign to find an official 'nose' to confirm its claim of being the best smelling place in the world, with French actor Lambert Wilson leading the effort. Candidates are asked to submit a video evaluating a scent, and the successful applicant will help create a scent guide for the region.
Preview: Isla Buenos Aires and H2OH! Non-Carbonated Show Different Types of Turbulences
Goal: Build awareness around the new non-carbonated flavored water variant.
Claim: H2OH! non-carbonated supports us through daily turbulence.
Media: Audiovisual content, social media, outdoor advertising, and other contact points.
Summary: The campaign 'Turbulencias' created by Isla Buenos Aires for H2OH! non-carbonated aims to resonate with Argentinians by depicting relatable everyday situations. It seeks to raise awareness about the new product offering, aligning with the humorous portrayal of common experiences. By exploiting the metaphor of the turbulence faced in Argentina, the campaign encourages a lighter approach to life's challenges.
Remedy Entertainment Takes Over the Manhattan Skyline
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Source: https://www.markkinointiuutiset.fi/artikkelit/remedy-entertainment-otti-haltuun-manhattanin-siluetin
Goal: To promote the launch of Control Resonant
Media: projections in various locations around Manhattan
Summary: Finnish game studio Remedy Entertainment launched their latest creation, Control Resonant, last week. To celebrate the release, they visualized the break-in of the Oldest House's containment in the game onto the facade of the AT&T Building in New York's iconic skyline. The event continued with projections in several locations around Manhattan, alongside eerie billboards showcasing key enemy factions from Resonant.
The Key to Success: A Combination of Global Consistency and Local Authenticity
Goal: To support the growth and development of farms
Summary: NLB Agro, in collaboration with Luna TBWA, has developed a tailored financing offer and individual support to foster the growth and development of each farm, along with a product campaign and its execution.
Marketing stunt with red line: HVV commissions Jung von Matt – and demands respect among passengers
Goal: Promote respect among public transport passengers
Claim: Respect among passengers
Summary: The HVV has commissioned the agency Jung von Matt to launch a marketing stunt aimed at promoting respect among passengers using public transport. The campaign emphasizes the importance of mutual respect in shared spaces.
Kellogg’s and Pokémon Partner for a 360° Campaign in Belgium
Source: https://pub.be/fr/kelloggs-et-pokemon-sassocient-pour-une-campagne-360-en-belgique/
Goal: To promote Kellogg's products through collaboration with Pokémon.
Summary: Kellogg's has partnered with Pokémon for a 360° campaign in Belgium, focusing on engaging consumers through various marketing strategies that leverage both brands.
For 8 euros, OuiGO becomes HuitGo
Source: https://www.cbnews.fr/creation/8-euros-ouigo-passe-huitgo
Goal: Promote children's train tickets at 8 euros
Claim: 8 euros for children aged 4-11
Media: Film, social media, display advertising
Summary: OUIGO has rebranded itself as 'HuitGo' in a new campaign created with Rosa Paris to promote its offer of 8 euro tickets for children aged 4-11, regardless of destination and travel day. The campaign features a 1.5-minute film presented as a behind-the-scenes look, where a child leads the creation process, including designing the new logo that will be temporarily displayed on OUIGO trains. The campaign is also supported by 15-second video formats distributed on various platforms and highlights the free travel policy for children under 4 years old.
IKEA and Buzzman Offer a View from the Storage Spaces
Source: https://www.cbnews.fr/creation/ikea-buzzman-offrent-point-vue-les-rangements
Goal: Promote reduced-price storage products
Claim: Get organized and save money
Media: Streaming sponsorships
Summary: IKEA has launched a new campaign with Buzzman to promote a range of discounted storage products. The campaign features five 15 to 20-second films that provide a unique perspective filmed from within storage spaces like closets and bookshelves. The campaign aims to showcase diversity in different scenarios and homes. Starting from September 1st, the films will be accompanied by sponsorships on streaming platforms related to popular TV programs.
Retail Giant Simon Bets on Real-World Connection to Ignite Mall Culture
Goal: To reinforce malls as gathering places and drive people back to stores
Summary: Simon, the largest owner of shopping malls in the U.S., has launched a major national campaign called 'It’s a Simon Thing' to promote its brand and properties, including over 200 malls and outlets, aiming to encourage people to return to shopping centers.
Deliciously clear Heineken brews a cloudy story
Goal: Promote a new product
Summary: The article discusses Heineken's new marketing campaign that presents a narrative focusing on the unique aspects and stories behind the brewing process, aiming to engage consumers with the brand's heritage and product quality.
Peugeot e 777 France present the new campaign ‘Unexpected Made Easy’ for commercial vehicles
Goal: Promote the range of commercial vehicles
Claim: Unexpected Made Easy
Summary: Peugeot, in collaboration with the agency 777 France, has launched the new international campaign 'Unexpected Made Easy' aimed at promoting its range of commercial vehicles.
The Art of Free Time: Club Med against Scheduled Vacation
Source: https://www.media-marketing.com/vijesti/the-art-of-free-time-club-med-protiv-odmora-po-rasporedu/
Goal: To redefine luxury travel by emphasizing free time and spontaneity.
Claim: The freedom to do anything or nothing during travel.
Media: Television, cinemas, OOH, digital platforms, social media
Summary: Club Med launches a new global platform, 'The Art of Free Time', promoting the idea of luxury as the freedom to spend time without obligations. This campaign, developed in collaboration with BETC Paris, emphasizes spontaneous experiences over a scheduled approach, tying back to the brand's Mediterranean heritage. The campaign, featuring colorful visuals and a unique soundtrack, aims to resonate with audiences across Europe, the USA, Latin America, and Asia.
Comviq Celebrates 45 Years with a Campaign about Midlife Crisis
Source: https://www.resume.se/marknadsforing/kampanj/comviq-firar-45-med-kris-pris/
Goal: Celebrate 45 years with humor and relatable themes
Claim: 45-year crisis? No, 45-year prices!
Summary: Comviq is launching a campaign celebrating its 45th anniversary with the slogan '45-year crisis? No, 45-year prices!' The campaign connects the concept of a midlife crisis with low prices, aiming to resonate with the audience's experiences while maintaining a humorous and self-aware tone. Creative lead Marcus Hägglöf emphasizes the authentic and humorous approach taken throughout the campaign.
Niceboy is changing. Alongside headphones, it bets on hair dryers and vacuum cleaners.
Goal: To present Niceboy as a broader technology brand for everyday life and disrupt the strong association with audio products.
Media: Musical spot
Summary: Niceboy's campaign 'Hello, this is Niceboy' aims to reshape the perception of the brand beyond just headphones and speakers, introducing hair dryers and robotic vacuum cleaners. Post-campaign research indicates an expanding brand perception in the Czech Republic, with significant increases in consideration for personal care products and robotic vacuums. The campaign's success is marked by higher brand consideration across multiple categories, though actual sales impact will be monitored in subsequent months.
Sprite seeks prominence in the mukbang trend with a special straw
Source: https://www.reasonwhy.es/actualidad/sprite-tendencia-mukbang-comida-picante-pajita-especial
Goal: To position Sprite within the mukbang trend
Summary: Sprite is trying to gain prominence in the mukbang trend by introducing a special straw designed for consuming food and drink together. This initiative is aligned with the growing popularity of mukbang culture.
Fintech Company’s First Campaign in Finland Seeks Jobs for Hockey Legend Petri Kontiola
Goal: To promote Wamo's digital banking platform and connect with small businesses.
Claim: Hire Petri for a day!
Media: Digital out-of-home advertising, social media
Summary: Fintech company Wamo is launching its first marketing campaign in Finland featuring hockey legend Petri Kontiola, who is looking for a one-day job opportunity while promoting Wamo's services to small businesses. The humorous campaign showcases Kontiola in various jobs, emphasizing flexibility in professional roles, and coincides with the start of the ice hockey league season. Advertising will appear across multiple digital platforms in Finland.
Ann Taylor stages a brand comeback with Substack, fall fashion blitz
Goal: Reconnect with existing customers and attract new career-minded shoppers
Claim: Celebrating the woman at the center of our brand — confident, stylish and moving seamlessly through every part of her busy life
Media: Substack, New York Fashion Week, digital video series, experiential activation
Summary: Ann Taylor launches 'This Is Ann,' its first major integrated campaign since 2017, aiming to break stereotypes around corporate women while reconnecting with customers and appealing to new ones. The campaign features women balancing jobs and personal lives, showcasing a fall collection. Ann Taylor also introduces a Substack and expands its Style 101 series to engage its audience.
Okay Fills Healthy Lunch Boxes in ‘They Say That’
Source: https://pub.be/fr/okay-remplit-des-boites-a-tartines-saines-dans-ze-zeggen-dat/
Goal: Promote healthy lunch boxes
Summary: The article discusses Okay's initiative to fill healthy lunch boxes as part of their campaign titled 'Ze Zeggen Dat'.
Home Centre builds on ‘Home Schools You’ for a second year as children lead the charge
Goal: Build brand awareness and strengthen consideration for the Kids category
Claim: While children go back to school, parents continue learning every day at home
Media: Radio, social and digital media, out-of-home (OOH) advertising, in-mall digital screens, influencer marketing, SMS, WhatsApp, in-store activations
Summary: Home Centre has launched its second year of the 'Home Schools You' campaign, emphasizing the continuous learning children provide to their parents at home during the back-to-school season. This 45-day campaign aims to enhance brand awareness and consideration for the Kids category across multiple markets, leveraging an integrated media strategy to engage families effectively.
Preview: Domino’s Pizza and Gut Mexico City present ‘The Best, Improved’
Goal: To introduce a new premium pizza option and enhance consumer experience
Claim: The best, improved
Summary: Domino's Pizza, in collaboration with Gut Mexico City, has launched a campaign for their new Supreme Edge Skillet pizza, which combines two of their most popular crusts: the Skillet Crust and the Cheese Edge. The campaign emphasizes innovation and improving upon existing favorites to create a unique pizza experience.
Mulino Bianco Relaunches Animabili for Back to School
Goal: To promote collectible Animabili products for back to school.
Claim: Animabili are the perfect play companions for an afternoon with friends.
Media: Packaging, Point of Sale materials, TV, Social Media, Email Marketing
Summary: Mulino Bianco is relaunching its collectible Animabili for the back-to-school season with eight new characters, each designed to enhance stationery. The multi-channel campaign includes limited edition packaging, point of sale materials, a short TV spot, as well as content on social media platforms such as Meta and TikTok, and an email marketing strategy. Consumers can participate in a contest by purchasing selected products and submitting unique codes for a chance to win collectible sets and a family experience at the Mulino Bianco factories.
NFL Stars Show Off New Celebrations in Season Kickoff Campaign
Goal: To showcase NFL players' new touchdown dances and increase engagement on social media.
Summary: The NFL and 72andSunny launched a campaign named 'The Season Is Your Stage' to highlight NFL players' celebrations ahead of the new season. Featuring a fictional hub called 'Celly Studio', the campaign aims to capture the viral essence of touchdown dances in culture and social media.
NFL Stars Show Off New Celebrations in Season Kickoff Campaign
Goal: Showcase NFL players' touchdown celebrations
Summary: The NFL, in collaboration with agency 72andSunny, launched a marketing campaign titled 'The Season Is Your Stage' to highlight the league's stars and their new touchdown dances ahead of the season kickoff on September 9. The campaign features a fictional celebration hub called 'Celly Studio' where players can practice their moves, emphasizing the cultural impact of NFL celebrations on social media.
SPAR with a new campaign awakened the passion for grilling
Goal: To revive the passion for grilling.
Summary: SPAR launched a new campaign aimed at reigniting interest in grilling among consumers in Slovenia. Despite the general concern about rising unemployment, the campaign focuses on celebrating safe and enjoyable grilling experiences.
The Mystery CM of ‘Aobazaka?’ Unveils New Sakurazaka Group Connecting the Next Generation of Courage with Members Kaz Inoue, Hikaru Morita, and Nao Kosaka
Source: https://www.advertimes.com/20260819/article554140/
Goal: To recruit members for a new group and generate excitement
Claim: Change begins here, it's your world.
Media: Television, outdoor advertising, social media, YouTube
Summary: Sony Music Labels announced the formation of a new idol group, Aobazaka46, on August 18, starting a recruitment campaign with a mysterious ad that intrigued audiences. The campaign included a teaser commercial and outdoor advertisements that only mentioned 'Aobazaka,' prompting speculation on social media. A promotional video featuring members from existing groups encouraged aspiring participants to take on new challenges, representing a doorway to new dreams.
Preview: Valor and Papa John’s present an action inspired by cats’ unique kneading
Goal: Engage cat lovers and promote discounts on pizza
Claim: Cats have always been kneading discounts for their humans
Media: Instagram stories
Summary: The 'Amiausadores' campaign by Papa John’s, created by Valor, reinterprets a typical cat behavior to explain that cats have always been kneading discounts for their humans. In celebration of International Cat Day on August 8, people are invited to share videos of their cats kneading on Instagram, using a pizza slice emoji and tagging the brand, in exchange for a 30% discount on a family pizza. The campaign aims to connect cat lovers with pizza enthusiasts while capitalizing on the recognized behavior of cats.
AB InBev Cheers to Everyday Moments in Its New Global Campaign
Goal: Celebrate everyday moments with beer
Claim: Cheers to Beer
Media: Video
Summary: AB InBev's new campaign 'Cheers to Beer' celebrates moments shared across different countries and generations, positioning beer as a regular part of celebrations and everyday gatherings. The campaign emphasizes the ritual of toasting, and follows the previous initiative 'Let's Grab a Beer' from 2021. While it promotes beer as a category rather than a specific brand, the campaign showcases AB InBev's wide variety of beer products and reflects consumer trends towards premium and alternative beverages.
AI adoption: The Luxembourg AI Factory in campaign with Adwire
Source: https://www.adada.lu/2026/07/ai-adoption-la-luxembourg-ai-factory-en-campagne-avec-adwire/
Goal: To promote AI adoption
Summary: The Luxembourg AI Factory has launched a campaign in collaboration with the agency Adwire aiming to boost the adoption of artificial intelligence in Luxembourg.
Stihl NZ launches new campaign via True
Source: https://stoppress.co.nz/campaigns/stisl-nz-launches-new-campaign-via-true/
Goal: To position the Stihl GTA Pruner series as the gateway to gardening and increase brand loyalty.
Claim: You just can’t put them down.
Media: BVOD, social, outdoor
Summary: Stihl NZ, in partnership with True, has launched a campaign for its entry-level battery pruner called 'Charged for life'. The campaign highlights a Kiwi gardener's struggle with a pruning addiction, emphasizing the appeal of the Stihl battery pruner as an essential tool that encourages ongoing gardening activity and potential further purchases from the Stihl range.
Have you spotted Spider-Man’s newest ride?
Source: https://www.marketing-interactive.com/have-you-spotted-spider-man-s-newest-ride
Goal: Connect the brand with Spider-Man's global fanbase and reinforce positioning around innovation and technology
Media: Film, Global marketing campaign, In-car features
Summary: BMW partners with Sony Pictures for Spider-Man: Brand New Day, integrating its electric vehicles into the film's storyline and launching a global campaign featuring a father and son encountering Spider-Man. The campaign aims to connect with fans and showcase BMW's technology, including a Spider-Man-themed in-car experience. The collaboration also features a unique concept vehicle with dynamic graphics.
Dermal Therapy ramps up marketing after $150m acquisition with biggest campaign yet
Source: https://www.marketing-interactive.com/dermal-therapy-150m-acquisition-biggest-marketing-campaign
Goal: Build awareness across Australia and New Zealand
Claim: It Works
Media: out-of-home, retail, social media, influencer advocacy
Summary: Dermal Therapy has launched its largest marketing campaign to date, named 'It Works', following a $150 million acquisition by Prestige Consumer Healthcare. The campaign will roll out across over 1,000 out-of-home sites in Australia and New Zealand, featuring various media channels including billboards and social media, and is marked by a significant investment reflecting the brand's growth.
Adidas’ World Cup Win Comes at a Cost as Q2 Marketing Spend Tops $1 Billion
Goal: To rekindle passion for soccer and drive merchandise sales
Claim: Brought back the love for the game
Summary: Adidas reported a substantial increase in Q2 marketing spending, attributing much of this to its World Cup campaign 'Backyard Legends', which reportedly rekindled soccer-loving sentiments among fans and significantly boosted merchandise sales. Despite record net sales, increase in marketing costs led to a drop in shares, as profit expectations were not met. The campaign, featuring Timothée Chalamet, also facilitated a notable rise in jersey and ball sales during the World Cup.
Snickers’ ice cream line seeks help telling the internet to chill out
Goal: To help users relax during tense social media moments.
Claim: Snickers Ice Cream Minis are all about delivering satisfaction in perfectly snackable bites.
Media: Social media
Summary: As summer comes to a close, Snickers Ice Cream Minis is launching a campaign to hire a 'chief online chill officer' to respond to tense social media posts with comments and discount offers. The aim is to provide humor and relaxation in online spaces, addressing the irritability linked to social media use. The campaign will run from August 24 to September 3 and is targeted at millennials and Gen Z consumers who prefer smaller treats.
Just a Click to Happy Summer from Vodafone. New Campaign from Publicis Groupe Introduces Loyalty Program
Goal: To introduce a loyalty program and engage customers
Claim: Vodafone Happy loyalty program offers new benefits every week
Media: Mobile application, television spots, social media
Summary: Vodafone has launched a new loyalty program called Vodafone Happy in celebration of its 20th anniversary in the Czech market. The campaign, created by Leo Prague, features a new mascot named Happy, designed to represent the program and engage customers through a mobile app. It includes two main commercials highlighting the program's benefits and a summer contest in partnership with OREA Hotels & Resorts. Happy will remain a long-term symbol for the program even after the campaign ends.
Live Shopping Shows Power in Powers Campaign The Hunt for the Keys
Source: https://www.resume.se/marknadsforing/kampanj/powers-liveshow-drog-in-3-miljoner-pa-20-minuter/
Goal: To drive sales through a live shopping event
Claim: Live shopping proves its efficacy
Media: Website, Facebook, Instagram, TV4
Summary: Powers' major marketing campaign 'The Hunt for the Keys' reached its peak with a live shopping event that generated three million kronor in sales within 20 minutes. The campaign had a budget of 180 million kronor in Sweden and included a thriller mini-series aired during TV commercials. The success of the live shopping event indicates a shift towards customers shopping directly from brands rather than through social media.
Zevia taps Cardi B to serve up real talk in biggest campaign to date
Goal: To engage consumers by leveraging Cardi B's persona and humor
Media: streaming TV, social media, retail displays
Summary: Zevia has launched its largest campaign to date, 'Real Talk Interpreter,' featuring rapper Cardi B as a shareholder and ambassador. The campaign employs humor and focuses on genuine communication, with Cardi B interpreting conversations in quirky scenarios to showcase the brand’s natural ingredients. Additionally, the campaign includes social media components and a sweepstakes for branded merchandise.
Spanish products challenge gravity in ICEX’s campaign to strengthen the country’s image
Source: https://www.reasonwhy.es/actualidad/icex-campana-spain-up-your-life-marca-espana
Goal: To reinforce the image of Spain
Summary: The campaign by ICEX aims to enhance and solidify the perception of Spain through its innovative products, challenging the conventional views of gravity.
Gen Z perspectives: Nostalgic clicks, Haaland and Norwegian Air’s logo swap
Goal: Encourage customers to capture everyday moments
Summary: Burger King Malaysia has launched a nostalgic marketing campaign titled 'Vibe check with KingCam mini camera', encouraging customers to capture everyday moments with a limited-edition mini camera that is available for purchase alongside selected meal bundles in collaboration with Coca-Cola.
MLS Is Ready for Its Through Pass From the World Cup
Source: https://www.adweek.com/brand-marketing/mls-world-cup-campaign/
Goal: To introduce fans to MLS players and encourage them to engage with the league through watching matches.
Claim: This is going to be one of the catalysts that’s going to explode soccer fandom in North America.
Media: national broadcast, streaming, digital, social, out-of-home advertising, and media partnerships
Summary: Major League Soccer (MLS) has organized watch parties during the FIFA World Cup in collaboration with FIFA and Fox Sports to remain prominent in fans' minds. Following the tournament, MLS is launching its largest marketing campaign in history titled 'Thanks World, We’ll Take It From Here' aimed at engaging fans further and introducing them to its players. The campaign includes various media channels and localized initiatives by MLS clubs to attract new viewers.
Samsung gives Spider-Man a phone worthy of a superhero
Source: https://www.marketing-interactive.com/samsung-gives-spider-man-a-phone-worthy-of-a-superhero
Goal: Integrate Samsung Galaxy devices into the Spider-Man universe and build anticipation for the upcoming film.
Media: Cinematic campaign, social channels, dedicated website
Summary: Samsung debuted a cinematic campaign in collaboration with Sony Pictures, featuring Jacob Batalon as Spider-Man's Ned Leeds. The campaign showcases Samsung Galaxy devices being used in a superhero context and connects with fans through an interactive experience called the 'Spidey Tracker'. This partnership aims to highlight shared values of innovation and resilience while creating an authentic story that aligns with the excitement of the upcoming Spider-Man film.
Sagres’ Campaign for the World Cup was the Most Remembered by the Portuguese
Goal: To encourage fans to support the National Team with genuine and emotional messages.
Claim: Live the support for our National Team with Cup and Soul
Summary: The campaign 'Together, We Live the National Team with Cup and Soul' by Sagres was the most recalled among Portuguese consumers during the 2026 World Cup, with a 71% recall rate. Sagres was recognized as the most prominent sponsor of the National Team with a 64% awareness rate. The campaign aimed to create a genuine connection with fans and garnered a positive emotional response, aligning with over thirty years of partnership with the Portuguese Football Federation.
La Fallera Celebrates 10 Years of #PaellaEmoji with Carlos Sobera
Goal: To celebrate the 10th anniversary of #PaellaEmoji and engage the community
Claim: The paella is a symbol of unity, and the #PaellaEmoji is the best demonstration
Media: Social Media
Summary: La Fallera has launched a new campaign to commemorate the 10th anniversary of #PaellaEmoji, which was added to the Unicode standard thanks to a popular mobilization. Coinciding with International Emoji Day, the campaign features Carlos Sobera and aims to engage the community in celebrating the anniversary with new proposals around the #PaellaEmoji. The initiative revives the spirit of participation that made #PaellaEmoji a global phenomenon, and emphasizes paella as a symbol of gathering.