SANE Communications has been appointed to handle the media and influencer outreach for Smiley's 50th anniversary. Born in 1972 the Smiley brand is celebrating 50 years through a series of collaborations with brands across fashion, lifestyle, home, and beauty.  To mark this milestone anniversary, Smiley enlisted renowned graffiti artist André Saraiva to reimagine the iconic Smiley logo.

In additional celebration of the anniversary, Sarah Andelman, co-founder of the legendary Parisian concept store Colette has come onboard to curate over 50 halo partnerships across 12 product categories. This includes creative fashion, design, beauty and FMCG collaborations by world-famous brands including Raf Simons, Sandro, Karl Lagerfeld, Market, Reebok and Dsquared2.