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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

Susan Zwaal

Director, Human Resources

Ben Tarr


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Samsung Brazil Transforms ESPN Anchors into Emojis

SportsCenter Brazil surprises viewers when anchors suddenly start delivering the news as emojis in a new Samsung campaign from Leo Burnett Tailor Made.

Samsung Brazil and Leo Burnett Tailor Made partnered for a new campaign in support of Samsung’s global “The Camera. Reimagined.” concept, which promotes experiences that highlight the features of Samsung’s S9 and S9+ phones.

Leo Burnett Tailor Made brought to life the customizable S9 and S9+ “My Emoji” feature by turning SportsCenter anchors Paulo Soares and Antero Greco into live emoji versions of themselves to present four special editions of the news.

"We want to show in a fun way how My Emoji can reimagine how you express yourself, providing a unique experience for our consumers," said Loredana Sarcinella, Senior Director of Marketing for the Division of Mobile Devices, Samsung Brazil.

Designed to offer people a visual communication tool that enables them to express themselves in a unique way, the My Emoji feature enables users to generate a customized 3D avatar from a single selfie.

Leo Burnett Tailor Made said the ESPN feature reached more than 1 million people and received more comments than the NBA playoffs, the Fifa World Cup, the Champions League and Neymar’s haircut.

The SportsCenter special emoji editions will be re-aired throughout May and June.