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Pepsi's new global campaign is all about emojis: from sticking them on cans to using them to tell stories and even making fashion accessories out of them.

Two global TV and online ads, created by BBDO New York, tell stories (one that follows a young couple at a loud gig; the other about a group of backpackers with no common language) where the actors must communicate using only the emojis they find on cans of Pepsi. Additional online-only films were created by Moondog. Pepsil has also created a suit of more than 600 PepsiMojis that can be downloaded, and hired Jeremy Scott – who has worked with Adidas and Moschino – to design emoji-inspired sunglasses. The fashion photographer Ben Watts shot the outdoor campaign, while Daniel Arnold is sharing images for the brand on Instagram to his 123,000 followers.