Did you know there are 15 different kinds of car emojis but only one beer emoji? That was the inspiration for Guinness’s #Stoutmoji campaign. We wanted to create a campaign that was launched around St. Patrick’s Day but also created a pop culture moment for more than just the holiday.

In an open letter to Unicode, shared on Thrillist, Buzzfeed, and other top-tier media, Guinness petitioned the creators of emojis to introduce a stout emoji. To create maximum impact in the days before St. Patrick’s Day, the team at Taylor Strategy worked with influencers and engaged smaller US-based breweries on social. We created a suite of playful, shareable social assets featuring the proposed stout emoji that was distributed to markets globally.