Campaign: Emoji

WPP company(s):
Y&R Shanghai
Baidu Security


In 2014, more than 260,000 teenagers became victims of online predators. Y&R Shanghai’s campaign showed how Baidu’s security products can protect children online and prevent them from visiting high-risk sites. The print campaign features sinister-looking online predators hiding behind popular emoticons.

Results & Awards:

  • 42% increase in visits to Baidu website
  • 18% increase in subscriptions to Baidu Security services
  • Cannes 2015 Awards: 1 Silver, 1 Bronze
  • Clio Awards 2015: 1 Bronze