Godiva: Wink & Smile

Before the clicking and tapping of social media messaging, perhaps the oldest and most personal way people communicated was through the expression on one’s face while standing in front of another. This is true the world over, yet people in some cultures communicate in much more subtle ways than others. In Japan, it is uncommon to see people expressing overt displays of affection in public places. So often, shyness prevents the exposure of true feelings, even in terms of facial expression. Despite what the heart desires to say, Japanese people tend to maintain a "Poker Face". In partnership with Saatchi & Saatchi Fallon, Godiva Japan is out to change that - at least for Valentine's Day. In 2013, Godiva encouraged people to express their love for each other by hugging a specially constructed mannequin that measured the qualities of a person's hug and enabled people to share it online.