When your screen shatters, the world inside your phone hurts too. To launch the DROID Turbo 2 with the world’s first shatterproof screen, we took the emoji characters that people use every day to text and tweet and showed what happens to them when a screen shatters.

We further reached our audience by doing a listen and respond where the emojis spoke about their feelings directly to the people who were responsible for hurting them - people with cracked phone screens.