Luke Chard
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Bagelgate • Philadelphia

On October 2nd, Apple released 70 new emojis. And one of them was a sad excuse for a bagel - so we stepped in with Philadelphia and decided we needed to right this wrong. And it actually worked.

 

Bagelgate

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Philadelphia Cream Cheese

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Bagelgate 〰️ Philadelphia Cream Cheese 〰️

The Ultimate Schmear Campaign

Everyone knows cream cheese is synonymous with bagels. Imagine the outrage when bagel lovers around the world discovered Apple’s new bagel emoji was missing this crucial ingredient. The internet was very angry. So Philadelphia, the inventors of cream cheese, got angry too.


They needed to do something. So they rallied the bagel-loving community together to fix this travesty by convincing the tech giant to update their emoji to include a spread of cream cheese.

Awards

Cannes Lions: Gold Lion / Bronze Lion / shortlist X 4
D&AD: D&AD Wood Pencil / shortlist
Clio Awards: Bronze
One Show: Shortlist X 3
Adage: finalist
Webby Awards: Nominee X 2 / Honoree
The Effies: Bronze

 

Case Study

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How it all happened

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Once we heard the news of the new bagel emoji, we reacted quickly - in under 24 hours

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We quickly redesigned the bagel emoji and and then sent Apple a message, with our new design.

And started a twitter poll to get the public behind our new design.
13,000 People agreed that it needed cream cheese.

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And even developed a change.org petition.

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And 10 Days later - they listened. introducing the new bagel emoji.

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And news spread once again about Philadelphia and the worlds win in this fight.

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And of course we were happy.

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The Campaign Award Board

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