Sony’s Emoji Movie campaign is all the feels in real time

Does the traffic today totally determine your mood? Is the weather getting you down… Or up? The stars of the Emoji Movie, premiering on July 28, know precisely how you feel.

Sony Pictures has launched a real-time digital billboard campaign that hits home with viewers by reflecting the actual weather or traffic conditions.

For example, on a traffic-free morning, the “Smiler” emoji appears. Great! Smooth sailing.

But when it’s bumper-to-bumper during rush hour you’ll see a “meh”-faced Gene or, well, the best emoji for when you’re feeling crappy…

And on a blistering hot day, look up and you’ll lock eyes with the devilish “Steven.”

Many more familiar emoji characters appear to reflect your mood.

Sony partnered with Lamar Advertising on the campaign, which was behind the widely successful, weather-triggered ads for the Baywatch movie.

These billboards can be seen until July 30th in many cities across the US, such as Chicago, Boston, Dallas, Phoenix, Seattle, Atlanta, and Orlando.

The Emoji Movie has come a long way from the tremendous amount of eye rolls and negative feedback it received when Sony Pictures originally introduced the idea. It’s now expected to gross between $25 and $30 million dollars in the US and Canada this Friday through Sunday. The Emoji Movie has a chance of stealing the top spot on the charts from Dunkirk and is expected to give Atomic Blonde (also premiering on July 28th) a run for its money.

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