ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
The Google Assistant Ride
Agency Google / San Francisco + Nexus Studios / Los Angeles + Sparks / Philadelphia + Deep Local / Los Angeles
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Category
Environmental Design / Exhibition Design - Single
Annual ID
ADC_EXP19026M
About the Work
The Google Assistant can help you through life’s full of twists and turns, but how do you get this message heard at CES; the busiest, shoutiest tech convention there is? Well, we built a 30,000 sq ft booth with a theme park ride. But it wasn’t some watered-down, straight-to-case-study ride, it was a full-on, 14ft animatronic character, 130,000 lbs of steel, Disney-grade ride. After being greeted by a live actor-controlled animatronic Grandma in the queue, there was a 3 minute scene-setting pre-show, followed by a 5 minute ride, telling the story of how the Google Assistant helped a hapless father grapple with his children, language barriers and the elements on an epic journey to buy a birthday cake. It was absurd, but that was the point and people loved being in on the joke. CNBC said it was “the most impressive booth experience” they’d ever seen.
2019 Awards
Total Points: 2
Merit Honor
Credits
Agency
Nexus Studios / Los Angeles
Sparks / Philadelphia
Deep Local / Los Angeles
Internal / In-House Agency
Google / San Francisco
Digital Agency
Brand New School / New York City
Production Company
Wisdom Rides / Merino
Radiance Lightworks / Los Angeles
Music / Sound Production Company
Leland Music / London
Barking Owl / Los Angeles
Freelancer
Michael Russof / London
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