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

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

Most people in Indonesia live away from home to work in the city. The most common way for these people to stay in touch with their family is through video calls, so on Father’s Day we saw an opportunity to reignite the value of relationships and create a memorable event for Google Duo – a video calling app.

But with a tiny share of market, and an even tinier budget, we needed to create a campaign that would organically ride the social waves and cut through the clutter.

Instead of creating a campaign for many, we decided to create an ad for one guy – Ringgo Agus Rahman, a well known comedian and social media influencer. Unknown to Ringgo, we worked with his dad and surprised him with a personal message on a billboard in the middle of Jakarta city. And from there we let Ringgo’s followers do the influencing on our behalf.

Credits
Client: Google
Product: Google Duo
Advertising Agency: Toaster

Tags:
Out of Home, Billboards, Google, Father’s Day, Surprise, Toaster, Singapore, Google Duo, Creative Agency, digital agency, Outdoor Ads

Credits
Advertising Agency: Toaster, Singapore

Tags:
Digital, Vietnam, Professional, Google Search