BRAND IMAGE CAMPAIGN
In 2021, Google wanted to use its search feature for a brand image campaign.
The ambition: To expand Google's "Every search takes you further" from a purely practical tool to something full of human stories that could be linked to Google's product.
EVERY SEARCH TAKES YOU FURTHER
DOKYO developed a campaign that addresses socially relevant issues and positions Google as a progressive company:
The stories of three protagonists, an ambitious footballer, an LGBTQIA+-Activist and a family living sustainably, made Google Search much bigger than a simple search mask.
CONTEXTUAL MINDSET
After almost two year of the pandemic, a progressive target audience wanted positive, human, empowering stories of connection rather than social division.
CULTURAL TERRITORY
Gender equity, sustainability and diversity as three highly relevant and symbolic issues.
Told through real people, one of whom is the well known entertainer und LGBTQIA+ activist Riccardo Simonetti.
CREATIVE AMPLIFICATION
Series of social assets
Broad out-of-home campaign through-out Germany
Reactive OOH & social campaign with daily new assets, driven by search data
