Emoxies, Ministry of Foreign and European Affairs

The Emoxies, the Luxembourg emojis, were created in the context of the nation branding initiative. The idea was to offer an everyday communications tool used by all smartphone owners – emojis, but graphically aligned with Luxembourg’s Signature, and thematically developing into different fields: expressions, emotions, culture, tourism, industry, gastronomy, sports, transport and animals; thereby highlighting different cultural facets of Luxembourg and increasing playful interaction among the public and participation with the brand ‘Luxembourg, Let’s Make It Happen’. Within four days of its official launch and presentation to the press and influencers, the app had been downloaded more than 20,000 times. A project involving all members.