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Google x D&AD Shift
A Campaign for the Google Pixel
The D&AD Shift class was asked to develop a campaign for Google's smartphone Pixel. We were briefed remotely and had 2 rounds of feedback with stakeholders and an Executive Creative Director before finalizing our concept and pitching it to Google.
The Ask: Develop a campaign that shows Gen Z that Google Pixel has the best camera for their style of photography and aligns with their values for technology.
Rebrief: Originally we were tasked to create a campaign that highlights specific features. However, Research uncovered the need for a more holistic angle to advertise Google Pixel.
The Solution: We aim to raise awareness about the Google Pixel and educate about its features as part of a campaign that challenges people to bring awareness to ideas & projects for sustainability.
Rational for our direction
Problem: Google Pixel is still a relatively new smartphone on the market and although Google is unquestionably well established, the Pixel is not that well known for something that sets it apart. Also, Android is continuously losing market share compared to their biggest competitor.
Opportunity: Our mission was to find a direction that would have the potential to raise the brand awareness for the Google Pixel and turn this trend around - a “moonshot” as they would call this ambitious aim at Google. We needed something that would be important to Gen Z and be relevant enough to draw a lot of people in. Research opened up opportunities for multiple approaches with timely relevance - potentially even ongoing the whole year around?!
Brand: We can't talk about brand awareness without considering what Google actually stands for. Aside from the Google Pixel being more playful, Google essentially aspires to be “more helpful for everyone” by “making the world's information universally accessible”. In regard to sustainability Google is also at the forefront - a fact that isn't that well known.
Insight
“it's up to us to shape the future and preserve this world”
Idea
Raise brand awareness for the Google Pixel through user-generated content on social media and a topic that is highly relevant for Gen Z; sustainability, climate and our future.
Execution
An interactive map of Germany on the campaign website is giving ideas & projects for sustainability visibility through a creative competition creating a call for showcasing all the effort people take for more sustainablity and to inspire others.
Awareness for the campaign is raised by a Google Doodle, sustainability influencers and user generated social media content. Also, we envision potential headlines in diverse news outlets as the topic strikes a chord in Germany's culture and the needs of Gen Z.
Furthermore the campaign and awareness for Google Pixel is supported through tutorials on Google's YouTube Channel which we found out to be not in depth enough. They are covering how to use features as well as storytelling techniques and usefull companion apps.
The Team
Alexa Steinfeld Creative Strategist & Designer
William Weiland Graphicdesigner & Illustrator
Helmar Stammann Strategist, Concepter & Facilitator