(17 Jul 2025)
ASSOCIATED PRESS
Einsiedeln, Switzerland - 14 July 2025
1. Wide of farm
2. Various of cows on farm
++ PARTIALLY COVERED BY SHOTS 2 & 4-6 ++
3. SOUNDBITE (English) Rene Schoenbaechler, CEO of Milchmanufaktur:
“Milchmanufaktur is a cooperative from 60 farmer families here in the region. For our 10th anniversary, we wanted to invent something special, and so we created these ‘Emutschlis’ (sweet treats). Our idea is to communicate our values from the company, which are passion, which are innovation, and which are tastiness.”
4. Close of ‘Emutschlis’
5. Close of worker placing emojis onto cheese
6. Mid of worker smoothing cheese
++ COVERED BY SHOTS 8-11 ++
7. SOUNDBITE (English) Rene Schoenbaechler, CEO of Milchmanufaktur:
“The Emoji cheese is a mountain cheese, produced with local dairy mountain milk, and it's a mild cheese, so it's stored for four weeks, and after then, we can bring it to the store.”
8. Mid of cheese-cutting machine, factory worker lifting large piece of raw cheese
9. Various of worker pressing down cylindrical cheese in buckets
10. Various of cheeses stored on shelves to age
11. Close of packaged cheese
12. Tilt down of cheese display at grocery store
++ PARTIALLY COVERED BY SHOT 12 ++
13. SOUNDBITE (English) Camilla Bojsen-Moller, visitor from Denmark:
“I think it's cute, the way that your cheese smiles at you, and at the same time, it's a beautiful wrap as well, so it's a very nice gift.”
14. Close of packaged cheeses on display
15. Close of cheese information pamphlet
ASSOCIATED PRESS
Leiden, Netherlands - 16 July 2025
++VIDEO CALL INTERVIEW++
++ PARTIALLY COVERED BY SHOTS 14-15 & 4-6 ++
16. SOUNDBITE (English) Dr. Vyvyan Evans, academic and emoji expert:
“Emojis originated in the late 1990s in Japan. Emoji is a Japanese combination word, it means picture character. They were developed for the first commercially-available mobile internet system.”
++ COVERED BY SHOTS 18 - 23 ++
17. SOUNDBITE (English) Dr. Vyvyan Evans, academic and emoji expert:
“They were then adopted around 2011 on the iPhone, 2013 on Android operating systems, and 2015, I would say, they went global, and that's when, at the end of 2015, the OED anointed an emoji as ‘word of the year’, which caused headlines all over the world.
They're basically the body language of the digital age.”
ASSOCIATED PRESS
ARCHIVE: New York, 15 June 2016
18. Close of iPhone with emoji
19. Close of smartphone screen with text messages using emojis
20. Wide of TV screen displaying dozens of emojis
21. Woman playing with facial recognition technology that matches expressions with emojis
ASSOCIATED PRESS
Einsiedeln, Switzerland - 14 July 2025
22. Large emoji sign on wall of Milchmanufaktur’s store
23. Emoji design on back of staff member’s t-shirt
STORYLINE:
For most of the world, it’s a familiar face, but it’s not usually found on cheese.
July 17th is World Emoji Day, and for one farming cooperative in the Swiss municipality of Einsiedeln, it’s a... [truncated]
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Video at Youtube: https://www.youtube.com/watch?v=4YgkP7Vr9pQ