Trending Billboards

Google Search 2022 Brand Campaign

Younger audiences love Google as a brand. But because they’ve grown up with Search, they don’t perceive the product as particularly innovative. In 2022, Google wanted to showcase the evolution of Search by highlighting the ability to “Find That Thing” with the help of Lens in the Google app.

As part of the campaign, we created 20+ custom, scannable billboards across high-traffic areas in Los Angeles, New York and Chicago. Creative was based on popular Gen. Z fashion fads like “craftcore” and “Y2K”, based on internal and external research including data from Google Trends.

These billboards were made of custom fabrics and materials like pink faux fur and strings of pearls, allowing passersby to go up to the ad and scan them with Lens to find similar, relevant and (most importantly) trendy items via the Google app.

These bespoke creations, driven by real data and insights, received advertising awards recognition at the Clios (3 wins), the One Show (4 wins), the Obies Awards (1 win), and the ANDYs (1 win).

Media: OOH

Project Responsibilities:
Project lead, overseeing campaign end-to-end
Briefed and coordinated across Media and Creative agencies

(Media Agency: Media Futures Group | Creative: Internal Google, BBH USA)