But what do you type when you have a problem and are not even sure where to start?

That is the more interesting question behind Google India’s new campaign, ‘Google Search – Samjhe. Samjhaaye. Raah dikhaye.‘

Developed in collaboration with McCann India and conceptualised and written by Prasoon Joshi, the campaign introduces AI Mode in Google Search through a situation that has very little to do with technology at first glance. Google’s official announcement provides more detail on how the feature works.

And that is exactly why the film works as a product story.

Karan Has a Café Dream. Telling His Father Is the Hard Part.

The film follows Karan, a young man preparing for competitive exams who has another ambition on his mind: opening his own café.

There is just one problem. He does not know how to tell his father.

Instead of beginning with a conventional product demonstration, the film starts with this very human uncertainty. Karan turns to AI Mode in Google Search and asks how he should approach the conversation and where he should begin.

That question then leads to another.

And another.

Soon, the conversation moves beyond how to tell his father and into the practical reality of the business. Karan begins thinking about what students around him might need, what his café could offer and where financing could come from.

The interesting bit is that the original question changes as Karan thinks things through.

That is the behaviour Google is really selling.

The Best Question Is Sometimes the One You Ask Next

Traditional Search is often associated with a specific query and a specific answer, a territory Google has explored creatively before in Google – Easy Questions Don’t Always Have Easy Answers.

The situation in this film is different.

Karan does not arrive with a neatly defined problem. He arrives with an idea, some uncertainty and a lot to figure out.

AI Mode gives him room to keep going, much like the conversational experience explored in Google Assistant and Artificial Intelligence

The conversation can become longer, more specific and more practical as his thinking develops. Instead of forcing him to know exactly what to search for, the interaction helps him explore the problem one step at a time.

That makes the technology easier to understand without having to explain the technology too much.

Google is essentially saying: you do not always need to know the right question before you start.

Google has explored the cultural side of search before, notably through The Most Searched, which turned real search behaviour into the centre of its creative idea.

From “What Should I Say?” to “How Would I Actually Do This?”

This is where the film finds its strongest creative progression.

Karan’s first concern is personal. How does he talk to his father?

But once that is addressed, a bigger set of questions appears. If he really wants to open a café, who would use it? What would they need? How could he finance it?

The film turns that progression into the product demonstration.

There is no dramatic AI reveal. No futuristic interface takes over the story. No long explanation of features.

Instead, the audience watches one question lead naturally to the next.

For a campaign about conversational AI, that is a smart way to make the interaction understandable.

It also sits within a broader evolution of technology-led campaigns on Campaigns of the World, where the technology works best when it becomes part of the experience rather than the entire story.

Google Doesn’t Make AI the Hero. Karan Does.

There is a temptation with AI advertising to spend too much time showing what the technology can do.

This film takes the opposite route.

AI Mode is almost a supporting character. Karan remains at the centre.

We understand why he is searching before we think about what the technology is doing. His ambition gives the feature a reason to exist.

That choice also keeps the film grounded. The campaign is not asking viewers to be impressed by AI. It is asking them to recognise a familiar feeling: having something you want to do, but not knowing how to turn the thought into a plan.

A Product Demonstration Disguised as an Everyday Conversation

The film’s biggest strength is the way it hides its product demonstration inside the story.

Karan’s conversation with AI Mode gradually reveals what the feature is designed to do. Longer questions, follow-ups and practical exploration are all demonstrated through his situation rather than listed as features.

That makes the film easier to watch and easier to understand.

It also gives the campaign a useful creative territory for the films that follow. The first story establishes the idea that Search can help when the problem itself is still taking shape. Future films can build on that territory with different moments where people need help thinking through what comes next.

The Real Idea Is Not AI. It Is What Happens After the Question.

For us at Campaigns of the World, the most interesting thing about this campaign is not the AI itself. It is the change in the role Google Search is trying to occupy.

Karan is not simply looking for information. He is trying to make a decision. The campaign therefore moves Search into a space that feels closer to thinking, planning and exploring.

That is a more interesting advertising proposition than simply saying, “Google Search is now powered by AI.”

The film also gets the tone right by keeping the technology relatively quiet. The human problem comes first, and the product earns its place in the story. Karan’s uncertainty gives AI Mode a genuine role rather than making the technology the star of the film.

The clever part is that Google does not try too hard to explain AI Mode. Instead, we watch someone use it to work through a problem. That makes the product feel useful rather than impressive for the sake of being impressive.

There is a bigger creative challenge ahead, though. This is the first film in a series, so the idea will become more interesting if the following stories find equally specific human situations rather than simply repeating the same AI Mode demonstration.

For now, the campaign has found a simple way to make a complicated product idea understandable: sometimes you are not searching for an answer. You are searching for your next step.

Credits
Brand: Google
Agency: McCann India
Conceptualised and Written By: Prasoon Joshi
Creative: Ashish Nath, Anshuman Singh, Dushyant Chopra, Sujan Sarkar
Business: Dheeraj Sinha, Kamal Basu, Tanisha Sharma, Siddharth Bhattacharya, Sankalp Srivastava, Saurabh Awana
Strategy: Sumeer Mathur
Films: Jitender Kalra, Sameer Relia
Production House: Chrome Pictures
Director: Amit Sharma

The initiative set out to find a more effective way to address concerns and help reduce hesitation among the public.

The Insight Behind the Campaign

The strategy was built around a familiar behavior. When people are uncertain about a decision, they often look for reviews and experiences from others before making up their minds.

Drawing from this insight, the campaign used first-hand stories from vaccinated individuals to provide reassurance around common concerns related to the Covid-19 vaccine.

Rather than relying solely on official information, the campaign introduced personal experiences into the conversation.

Turning Experiences Into Reviews

To develop the idea, trending fears and concerns about vaccination were mapped against credible first-hand accounts from people who had already received the vaccine.

These stories were transformed into what the campaign described as the first-ever reviews of the Covid-19 vaccine.

Different individuals addressed different concerns:

• Caregivers shared experiences related to vaccine availability.

• Breadwinners spoke about side effects.

• Seniors expressed their excitement about seeing grandchildren again.

• Parents addressed questions around safety.

The reviews were delivered contextually so that audiences received stories that reflected concerns relevant to them.

How Reviews of Hope Continued to Evolve

As data revealed new fears and questions about vaccination, additional Reviews of Hope were created to respond to those concerns.

This allowed the campaign to continue building a collection of first-hand experiences that reflected the topics people were actively searching for and discussing.

The approach connected search insights with personal stories, helping ensure that the reviews remained relevant to the audience.

Why the Campaign Stands Out

One of the notable aspects of the campaign is the way it applied a familiar review format to a public health challenge.

By drawing on a behavior commonly associated with decision-making, the campaign used personal experiences to address questions around vaccine availability, side effects, safety, and family connections.

The idea was also informed by ongoing search data, allowing the campaign to continue creating new reviews as concerns emerged.

Results

The impact of Reviews of Hope was reflected in both search behaviour and vaccination sentiment.
According to the campaign:

• Positive perception of vaccination increased by 8.6%.

• Google Search data showed a reduction in misinformation-related activity.

• Vaccination rates in Indonesia increased during the campaign period.

• The campaign reached 260 million people over four months across digital and television broadcasting.

• Brand trustworthiness increased by an average of 5% across Indonesia.

Final Thoughts

Reviews of Hope took a familiar consumer behaviour and applied it to a public health issue. By pairing search insights with first-hand experiences from vaccinated individuals, the campaign created a format designed to address concerns through relatable stories.

The work demonstrates how audience behaviour, data, and personal experiences can be combined to support communication efforts around an important public health initiative.

Credits
Brand: Google
Campaign: Reviews of Hope
Advertising Agency: Toaster, Singapore
Media Distribution Company: Essence SEA
Art Director: Vincent Tanara
Associate Creative Director: Adryanto Santosa & Manisha Sharma
Creative Director: Meyvi Wedelia
Executive Creative Director: Vinod Savio
Senior Art Director: Prayudha Bimo Aryotejo
Senior Copywriter: Satria Partala Pamungkas
Senior Motion Graphics Designer: Mujib Jamin
Account Director: Chi Nguyen
Brand & Creative Lead – SEA: Mira Sumanti
Head of Brand Marketing, SEA & India: Samit Malkani
Head of Consumer Apps Marketing: Fida Heyder
Multimedia Designer: Aung Cho Zan
Product Marketing Manager: Renita Pusparini

Key Features:

Effortless Interaction:
Users bid farewell to disruptions as Circle to Search enables them to seamlessly search on their Android phones without the inconvenience of app-switching.
A simple gesture—whether it’s circling, highlighting, scribbling, or tapping—initiates a quick search, providing instant information.

Immersive Discovery:
Phones become an extension of curiosity with Circle to Search, allowing users to immerse themselves in the moment without the disturbance of app-switching while exploring passions, solving problems, or learning new skills.

Tailored for Android:
Meticulously designed for Android users, Circle to Search promises a fluid and intuitive experience, seamlessly integrating with the existing ecosystem of their devices.

Information at Your Fingertips:
Relevant information is accessible with ease, thanks to a user-friendly interface that places the power of knowledge at users’ fingertips.

How It Works:

Users perform a quick, intuitive gesture (circle, highlight, scribble, or tap) on their screens during activities.
Detailed information related to the query is instantly accessible without leaving the current app.

Why Circle to Search?

Efficiency:
Time is saved by eliminating the need to switch between apps for quick searches.

Seamless Integration:
Users enjoy a cohesive experience that enhances their existing Android user interface.

User-Centric Design:
The feature is tailored for the natural way users interact with their devices, making information retrieval a seamless process.

Join the Movement:
Experience the future of effortless exploration with Circle to Search. Embrace the freedom to learn, discover, and smile without the disruption of app-switching. Android users, upgrade your experience today!

Circle to Search is launching January 31 2024 on selected premium Android smartphones — the Pixel 8, Pixel 8 Pro and the new Samsung Galaxy S24 series — in all languages and locations where they’re available.

This campaign is about:
Seamless Discovery, Circle to Search, Android Innovation, Intuitive, User-Centric Design, Mobile Revolution, Problem Solving, Innovative Features, User-Friendly Interface, Future of Android, Creative Exploration, Tech Advancement, Technology, Android Experience

In a significant stride towards fostering inclusive communication, Google is proud to introduce Project Relate — a revolutionary Android app designed to empower individuals with non-standard speech to connect effortlessly with others and seamlessly engage with the Google Assistant. This cutting-edge initiative is the culmination of extensive research conducted by Google’s Speech and Research teams, drawing on over a million speech samples contributed by dedicated participants.

Features of Project Relate:

Users are invited to be a part of an innovative solution that promises to redefine communication. The app utilizes recorded phrases to automatically adapt to unique speech patterns, offering three key features:

Listen:
The Listen feature transcribes speech to text in real-time, enabling users to effortlessly share their thoughts with others through copy-paste functionality. This feature is a game-changer for those who face challenges in being verbally understood.

Repeat:
The Repeat feature allows users to restate their words using a clear, synthesized voice. This function is particularly beneficial in face-to-face conversations or when interacting with home assistant devices, providing a clear and comprehensible expression of ideas.

Assistant:
Project Relate facilitates direct communication with the Google Assistant. Users can seamlessly execute various tasks, such as controlling smart home devices or playing music, using their unique speech patterns.

Inclusivity in Action:

Project Relate is not just a technological advancement; it is a product of collaboration with individuals who face challenges in verbal communication. Aubrie Lee, a brand manager at Google, whose speech is affected by muscular dystrophy, played a crucial role in the app’s development. Aubrie shared her experience, stating, “Project Relate can make the difference between a look of confusion and a friendly laugh of recognition.”

Conclusion:
With Project Relate, Google envisions a future where individuals with disabilities can communicate effortlessly and be understood, bridging the gap between diverse speech patterns and fostering a world of inclusive interactions.

Credits
Advertising Agency: Toaster Singapore
Client: Google

This campaign is about:
Google, Android app, Non-standard speech, Communication Aid, Speech patterns, Inclusive technology, Accessibility, Voice recognition, Assistive technology, Real-time transcription, Synthesized voice, Google Assistant, Inclusive communication, Speech challenges, Innovative solutions, Inclusive interactions, Technological advancement, Unique speech, Accessible future.

Google is undoubtedly one of the most popular search engines worldwide, with millions of users accessing its services daily. However, despite its widespread popularity, Google has faced considerable scrutiny over the years due to its privacy concerns.

Google collects a massive amount of user data, which has raised serious concerns regarding privacy violations. The company’s business model relies on the collection of user data, which it then uses to serve targeted ads. This data includes a user’s search history, location, personal information, and browsing habits.

One significant privacy concern is that Google’s algorithms can track a user’s online activity across multiple devices and platforms, such as mobile devices, desktops, and laptops. This tracking allows Google to create a detailed profile of a user’s preferences, interests, and behaviors. Google uses this information to serve targeted ads and recommendations to users.

Moreover, Google’s tracking and data collection practices do not just stop at online activity. The company has access to a user’s physical location, which it can track through the user’s device’s GPS or IP address. This tracking can be done without a user’s knowledge or consent, which can be concerning for those who value their privacy.

Another privacy concern of Google is its data sharing practices. Google has partnerships and agreements with various third-party companies that allow them to access and use user data for their own purposes. This means that even if a user does not use Google’s services directly, their data may still be shared with other companies without their knowledge.

Additionally, Google’s privacy policies are often complex and difficult to understand for the average user. The company’s terms and conditions are often lengthy and filled with technical jargon, making it challenging for users to know exactly what data is being collected and how it is being used.

Google has faced several lawsuits and fines related to its privacy practices. In 2012, the company was fined $22.5 million by the Federal Trade Commission (FTC) for violating user privacy by tracking user activity on Apple’s Safari browser. In 2019, Google was fined €50 million by France’s data protection authority for not being transparent about its data collection practices.

In response to these concerns, Google has made some efforts to improve its privacy practices. The company has introduced features such as incognito mode and data auto-delete, which allow users to limit the amount of data collected and stored by Google. The company has also made efforts to make its privacy policies more accessible and understandable to users.

Below examples highlight the many ways in which Google’s data collection and use can potentially compromise user privacy. While the company has made efforts to improve its privacy practices in recent years, it will continue to face scrutiny and criticism until it can demonstrate a stronger commitment to user privacy and data protection.

Google’s location tracking practices

In 2018, an investigation by the Associated Press found that Google continued to track users’ location even after they had turned off the “Location History” setting. This was done by tracking a user’s location through their web and app activity, even if the user had not given permission for their location to be shared.

Data sharing with third-party companies

In 2018, The Wall Street Journal reported that Google allowed third-party developers to access users’ Gmail messages. This raised concerns about the privacy of users’ emails, as third-party companies could potentially use this information for their own purposes.

Google’s use of personal information for targeted ads

In 2019, The New York Times reported that Google allowed advertisers to target ads based on sensitive information such as a user’s religious beliefs, political affiliations, and sexual orientation. This raised concerns about the potential for discrimination and bias in ad targeting.

Lack of transparency in data collection practices

In 2018, a report by the Norwegian Consumer Council found that Google’s privacy policies were difficult to understand and often used vague language. The report also found that Google used dark patterns to nudge users into accepting its terms and conditions, without fully understanding the implications of doing so.

Google’s use of voice data

In 2019, it was reported that Google was using contractors to listen to and transcribe users’ voice recordings from Google Assistant. This raised concerns about user privacy, as contractors were able to listen to personal conversations and other sensitive information.

Google’s data collection from Chrome browser

Google’s Chrome browser collects a significant amount of user data, including browsing history, search queries, and site visits. This data is used to serve targeted ads and improve the user experience. However, it also raises concerns about user privacy, as the data can potentially be accessed by third-party companies.

Google’s data collection from Android devices

Android devices collect a significant amount of user data, including location, app usage, and search queries. This data is used to serve targeted ads and improve the user experience. However, users have limited control over how their data is collected and used, raising concerns about privacy.

Google’s data retention policies

Google stores user data indefinitely, which can be concerning for users who want to delete their personal information. While Google has introduced a data auto-delete feature, it only applies to certain types of data and does not fully address privacy concerns.

Google’s use of cookies

Google uses cookies to track user behavior and serve targeted ads. While cookies are a common feature of many websites, they can be used to track a user’s activity across multiple sites, potentially revealing sensitive information about their browsing habits.

Google’s use of data for research purposes

In 2019, it was reported that Google had partnered with healthcare providers to collect and analyze patient data. While the aim was to improve patient care, the partnership raised concerns about the privacy and security of sensitive medical information.

Google’s data collection from YouTube

Google owns YouTube, which collects user data, including search queries and viewing history. This data is used to serve targeted ads and improve the user experience. However, it also raises concerns about user privacy, as the data can potentially be accessed by third-party companies.

Google’s use of machine learning algorithms

Google uses machine learning algorithms to analyze user data and serve targeted ads. While this technology can be highly effective, it also raises concerns about privacy, as the algorithms can potentially reveal sensitive information about users.

The Solution

If you’re concerned about privacy and want to stop using Google, here are some steps you can take:

Switch to a privacy-focused search engine
Instead of using Google for your search queries, you can switch to a privacy-focused search engine like DuckDuckGo, StartPage, or Qwant. These search engines do not track your search history or collect personal information.

Use alternative email providers
Instead of using Gmail, you can switch to an alternative email provider like ProtonMail, Tutanota, or Posteo. These providers offer end-to-end encryption and do not collect personal information.

Use a different browser
Instead of using Google Chrome, you can switch to a different browser like Firefox, Brave, or Tor. These browsers offer enhanced privacy features and do not track your browsing history or collect personal information.

Use alternative cloud storage services
Instead of using Google Drive, you can switch to an alternative cloud storage service like Nextcloud, pCloud, or Sync. These services offer secure, encrypted storage and do not collect personal information.

Use alternative mobile operating systems
Instead of using Android, you can switch to an alternative mobile operating system like iOS, LineageOS, or /e/. These operating systems offer enhanced privacy features and do not collect personal information.

It may take some time to make these changes, but by taking these steps, you can significantly reduce your reliance on Google and improve your privacy online.

In conclusion, while Google has made some progress in addressing privacy concerns, it still has a long way to go. As users become more aware of their privacy rights and the risks associated with online data collection, it is essential that companies like Google take proactive steps to protect their users’ privacy. As individuals, we can take steps such as limiting the amount of data we share with Google and other online companies and being mindful of the types of data we provide.

Tags:
Google privacy issues
Protecting your privacy onlineData collection by Google
Google’s use of personal information
Google Assistant privacy concerns
Google Chrome privacy settings
Privacy-focused alternatives to Google
Is Google spying on you?

Google Play needed to raise awareness in the Italian market. Stink Studios came up with an experience that let users discover movies like never before and help raise the profile of Google play movies. Using Google Street View technology, They mapped iconic scenes to their locations. When on the street, users can explore the environment and surroundings that movie magic was made of and learn a thing or two about the films and how they came to be. Users can also view scenes that match their natural environments, giving you a breathtaking new perspective on the films you know and love and Allowing you to see them in a completely new light.

Credits
Campaign: Play the World
Agency: Stink Studios
Client: Google Play

YOOX is an online retailer for luxury brands. The Most Exclusive Collection is made up of one-off luxury items from Yoox, available exclusively in YouTube pre-roll ads. Viewers have just 15 seconds to buy an item before it’s destroyed by a series of bizarre, beautiful, animated 3D contraptions. There’s no re-watching and no searching on YOOX.com — once it’s gone, it’s gone.

They developed a series of animated templates delivering hundreds of products across four markets, the USA, Japan, Korea and Italy. Everything has been designed with YouTube’s best practices in mind. They used bold, bright colour-blocking and layout sequences to purposefully grab attention in the first few precious pre-roll seconds.

Awards
Silver Award, Bronze Award
2 x Shortlist (Cannes Lions 2018)

Credits
Creative Agency: Stink Studios
Advertiser: Yoox & Google
Campaign: The Most Exclusive Collection

Domestic violence cases peaked during the pandemic as most victims were trapped with abusive partners. One of the hardest things to do in such situations is to get help without hinting at the abuser, as any indication of the victim getting help or looking for opportunities to escape will lead to more violence.

What if smart speakers like Google Home can help rescue victims of domestic abuse? Google partners with BWSS (Battered Women Support Service) to create custom safe word commands for all smart speakers. The assistant will be triggered as soon as the safe word is used and will alert the BWSS hotline for help. For the legitimacy of each alert, it will also record the live conversation from the moment the safe word is used.

This is SPEC WORK and has not been commissioned by the brand. It has recently won a Silver Cube at Young Ones ADC and was also shortlisted for ANDY Awards.

Credits
Advertised brand: Google
Advertising Agency: Miami Ad School, Toronto, Canada
Creative Director: Zachary Bautista
Art Director: Divya Jain
Copywriter: Sweekriti Chand
Tags: Google Safe Home, Interactive, Craft in Online, Mobile

Pepsi Code managed to cross the marketing, time, and advertising barriers by getting its Twitter followers to carry Pepsi’s message to places where not even paid media had been able to carry the brand.

That’s why, while some pay millions of dollars to appear on the most important websites in the world, Pepsi turned thousands of followers into “hackers”, so that from their computers and with an HTML code, they would put a message in thousands of websites around the world, all in exchange for a Pepsi.

With no advertising budget, not even one influencer, just an HTML code, and some Pepsi to give away through Twitter, the brand was able to change the conversation and increase interactions with our followers, who dared to take Pepsi’s message to the most important and unreachable websites such as the Nasa, the White House, New York Times, Tesla, Google home page, Apple, Starbucks, Nike, KFC, Sony, Chevrolet, and even Coca Cola website.

Credits
Agency: Sancho BBDO
Campaign: Pepsi Code
Client: Pepsi Colombia
Chief Creative Officer: Mario Lagos
General Creative Directors: Daniel Álvarez, Diego Contreras
Creative Directors: Jose Ariel Hernández, Andrés Lancheros
Copywriter: Juan Diego Rivera
Art Director: Juan David Pérez
Head of Business: Luisa Fernanda Márquez
Account Executive: Nicolás Jaramillo
Digital Content Specialist: María Alejandra Altafulla
Preditor: Kelly Escobar​​​​​​​

Ariel: When we #SeeEqual, we #ShareTheLoad

Why is it easier for men to divide household responsibilities with each other but not with their wives? 83% of women feel that men don’t see women as equal when it comes to housework. Continuing the conversation on equality within households, Ariel launches the 5th edition of #ShareTheLoad to urge men to drop their biases. Because when we #SeeEqual, we #ShareTheLoad

Levi’s: Because of You, #IShapeMyWorld

When one woman shapes her world, she paves the way for other women to shape their own fearlessly. For Mandira Bedi, Hima Das, Tanya Appachu and Dr Kriti Bharti, their worlds have been shaped by women who paved a path for them. Today they can say – Because of You, #IShapeMyWorld.

Vivo: This #WomensDay let’s celebrate the #JoyOfEquality

A woman. Her many roles as a mother, sister, wife, daughter face discrimination of various kinds throughout her life are known to us. Society’s invisible lens of inequality moulds her to pose as the perception of what a perfect woman is in its eyes.

Tata Pravesh: Soch Badlo

The campaign theme for International Women’s Day [IWD] 2022 – #BreakTheBias – encourages us to imagine a gender-equal world, free of bias, stereotypes and discrimination. A world that is diverse, equitable and inclusive.

Prega News: She Can Carry Both

Being a mom is extremely rewarding, but does that ever take a toll on your ambitions and dreams? This Women’s Day with Prega News, it’s time to break free from the nay-sayers of society and bring in confidence to women that #SheCanCarryBoth!

Google: #SearchForChange – Google India

Sometimes just one voice, brave enough to speak up and find the answers can create a wave of change. Presenting Manjha – an ode to those who #SearchForChange ❤️ @TheRajaKumari @swanandkirkire @thehappydance @joyeetad17 pic.twitter.com/cx1z7h5iVm

— Google India (@GoogleIndia) March 7, 2022

Oyo Rooms

 

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Tags: Wunderman Thompson, Vivo Joy Of Equality, Women’s Day 2022, creative campaigns, Gender Bias Ads, Gender Equality Ads, Levi’s I Shape My World, Google Search For Change, Brand campaigns, #IWD2022, International Women’s Day

During the lockdown, Google Search data showed that people were searching for ways to help others, but few asked for help on their mental health. ‘I need help’ are the three hardest words to say out loud, and the stigma existed even on Google Search.

Google wanted to break the cycle and started looking for solutions to make mental health help accessible across regions. By working together with psychologists, a toolkit of self-care skills was put together on google.com/covid-19. When a Covid-19 related query was typed, there was extra support in the results.

Google then created a brand video using real footage of people and influencers to remind people to take care of themselves like others. The creative was localized across Asian regions to inspire millions on how to search for self-care in every language and region.

Search trends showed people searching for self-care, and the campaign got to hope and support 186M people as #BeKindToYourMind started trending, one courageous query at a time. Localization drove a 2-5% uplift in brand metrics.

Credits
Brand: Google
Campaign: Be kind to your mind
Advertising Agency: Toaster, Singapore

Toaster’s objective was to identify unsung female athletes from across India and unite the country in championing them.

Approach
Google decided to use the media hype of the upcoming Olympics to champion the dreams of women and girls in India. We began a nationwide search for real, inspiring stories of them pushing sporting boundaries.

The clips were then woven with Google products to tell a powerful, inspiring story. The 60-second film was a clarion call for women and girls to rewrite India’s sporting history, with a little help from Google.

Results
The campaign got 100 million+ views in 3 weeks, reaching 86% of the target audience.
The 83% brand appeal score broke industry benchmarks and drove a massive increase in sports-related searches of +3.8%.
It was also in the top 3 YouTube ads people watched in APAC, November 2019.

Credits
Advertising Agency: Toaster, Singapore, Singapore
Executive Creative Director: Vinod Savio
Creative Director: Karn Singh
Associate Creative Director: Alvaro Bruch
Design Director: Marco Rotoli
Creative Group Head: Manisha Sharma
Designer: Vincent Tanara
Designer: Farhan Haniff
Motion Graphics Designer: Mujib Jamin
Executive Producer: Bhawika Chhabra

Many defied this oppression to valiantly play on, but were forced into a corner of secrecy, leaving this critical era never properly recorded. Until now.

The Football Museum, in partnership with Google, created the Offside Museum: a collaborative project that gathered stories and memories shared by the public about the women who dared to play football during the period of prohibition of the practice in Brazil between 1941 and 1979. The photographs and shared documents have been curated and will be preserved by the Museum, which has prepared six virtual exhibitions about the topic available through Google Arts & Culture.

More than about a sport, The Football Museum is, above all, a museum about the history of Brazilian people. A museum surrounded by the mysteries of the euphoria that we all have for the ball, the dribbling and the goal. A mystery that unifies and separates like all the collective passions, where the joys are always greater than the sorrows.

Credits
Client: Google
Agency: AKQA
Production Company: Iconoclast
Director: Rafaela Carvalho
Music: Antfood
Photographer: Livia Wu

This campaign is about:
Google Arts & Culture, Museu do Impedimento, FIFA Women’s World Cup, Offside Museum, The Football Museum

Google Trends data reveals the extent to which America is searching to understand this crisis; “transphobia” and “black trans people killed” are both being searched at an all-time high.

America is also searching for ways to support transgender people. More than ever, people are searching for “Black trans organizations,” “trans activists,” and “how to be a good ally.” And in 2020, “Black Trans Lives Matter” was searched 10X more than the previous year.
Google is a committed supporter of The Marsha P. Johnson Institute (MPJI) and its mission to end violence against all trans people across the U.S. In addition to defending and protecting Black trans people’s lives, MPJI is also expanding its COVID-19 relief efforts for trans communities. As part of our ongoing commitments to advance racial justice, Google.org recently donated to MPJI, which will expand the organization’s relief work.

Credits
Campaign: Black Trans Lives Matter
Advertising Agency: Google Brand Studio, United States of America

This campaign is about:
Film, United States, Public Interest, NGO, Google, Google Brand Studio, Black Trans Lives Matter, violence against transgender, trans homeless, trans healthcare, black trans people killed, trans rights

While many in Thailand use Google to search for answers they need, very few used the search engine to look for football-related information. They wanted to show Thais that Google search was the easiest way to get in-depth real-time football information anytime.

Idea:
Due to being in a different time zone, most international matches happen late at night in Thailand. They used this opportunity to recreate late-night football matches as daily Instagram stories, so fans do not lose sleep over them. They used game date from Google search – scores, goals, penalty, fouls, and schedule – and recapped complete matches on Instagram. Fans could dive deeper and unlock game insights by simply swiping up to open Google Search.

Result:
By using Instagram to bring football fans to the Google Search bar, they scored over 1.3 million daily active users, and a 4% increase in usage intent for the football onebox feature.

Credits
Client: Google
Campaign: Google Insta-Highlights
Advertising Agency: Toaster, Singapore, Singapore
Executive Creative Director: Vinod Savio
Associate Creative Director: Alvaro Bruch
Copywriter: Benjamin Teo
Art Director: Yong Yu Tan
Copywriter: Yaniga Lertpimonchai
Senior Motion Graphics Designer: Mujib Jamin
Head Of Technology: Oliver Dooley
Senior Account Manager: Vanessa Soh
Account Director: Saufi Salleh
Motion Graphics Designer: Chozan Aung

This campaign is about:
Digital Campaign, Thailand, Electronics, Technology, Toaster, Google Search