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 〰️

No more sad bagels. Philadelphia fixes
Apple's bagel emoji with a schmear

When Apple and Unicode Consortium announced their release of 70 new emojis designs that will roll out in the iOS 12.1 update. Bagel lovers around the world rejoiced, thrilled to discover their favorite circular doughy treat was finally being immortalized as an emoji.

 
When they saw the design, their joy quickly turned to internet outrage. Not only did it look nothing like a proper bagel, this dry, sad bagel travesty was missing one crucial ingredient—cream cheese.

 
Philadelphia couldn’t put up with this tragic oversight. So we launched a social campaign to raise awareness of this issue. Firstly we redesigned the bagel with a delicious schmear of cream cheese on it. Then we tweeted Apple and Unicode Consortium to inform them of their oversight and then launched a Twitter poll. Next, we took things one step further by starting an online petition at change.org to further rally the online bagel loving community to put on the pressure and make their voice heard.

 

Case Study

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The Results

Ten days later, Apple announced they had updated their bagel emoji to include cream cheese. Finally the internet was happy again and Philadelphia ensured future generations wouldn’t have to look at a sad, dry bagel.

 This social activation garnered over 401 million total impressions. Our Change.org petition received over 1.2k signatures and our Twitter Poll saw over 13k votes with 82% voting yes for cream cheese in just ten days. 

 
 

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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Awards


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

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