ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, 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.

2023 ADC Awards - Brand-Side / In-House

Year In Search 2022

Agency Google Brand Studio / San Francisco + Meister / Portland + 2WEI Music / Hamburg + Chapeau Studios / Los Angeles

Client Google

Category

Motion / Film Craft / Editing

Annual ID

ADC102_BRS023M

About the Work

Every year, Google looks back at what the world searched for. Our goal for 2022 was to use Search Trends to reflect the year and connect with people around the world – leaving even the most cynical doom scroller with a bit of hope for the future.

In 2022, the world searched “can i change” more than ever. After two challenging years, the data showed people ready to reemerge and start something new.

Our film focused on personal and societal change, while on social, we shared niche trends to connect with subculture groups where they spend their time. We gamified Trends and created short-form videos, and content creators gave their take on some of 2022’s unique insights. Lastly, we built the first-ever Local Trends experience, featuring different cities’ top searches.

The film received over 295M YouTube views (the most in Google’s YouTube history), paid social assets had over 69.2M views and 169M combined impressions on SnapChat and Instagram, and the AR Trends filter had 18.9M impressions on SnapChat and 374K effect plays on TikTok. Our influencer partners received a combined 1.8M engagements and 450M impressions, and the local Trends experience received over 1.1M visits.

The world responded with a newfound appreciation for a year many wanted to forget.

2023 Awards

Total Points: 3

Merit Honor

Credits

Agency

Meister / Portland

Internal / In-House Agency

Google Brand Studio / San Francisco

Music / Sound Production Company

2WEI Music / Hamburg

Post Production Company

Chapeau Studios / Los Angeles

Composer

Nyma

Sound Designer

Marcel Neumann

colorist

Rick Wilson

Music Artist

Honas

Vocalist

Kate O'Connor

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