25 years ago Google Search made the world’s information accessible to everyone. Today, we treat it as a utility - like turning on the tap. A great marker of progress for humankind, but a challenge for Google’s innovation credentials. So, this is a story about change. How Google found a new way to be relevant by helping its next generation of users find what matters to them. Gen Z are the most diverse and inclusive generation yet. Challengers of the binary ideals that you have to fit in one tick box or another, when you could just be you. Fashion is an important vessel of that self-expression. For Gen Z, online discovery is a visual playground that connects individuals to ever-evolving needs and interests. It’s no longer just a white page of blue link words. Fortunately, Google had already invented a new form of visual search that we thought might resonate. Our challenge was to get it into their hands. ‘Find that thing’ is a celebration of visual search; giving this fashion-forward audience a way to find the indescribable items they are looking for by searching what you see. We partnered with Gen Z creators to make an abundance of channel specific social ads; each showing a hard-to-describe, trending item being found. The campaign was amplified with brand partnerships like Gaytimes, music partnerships like Aitch, and an army of creators. The campaign look and feel was like nothing Google had done before. In taking this risk, we opened a new door of possibilities. According to one Gen Z user, “it feels like you’re bringing Google into our world.” Google App downloads skyrocketed, and the UK pilot soon evolved into a global campaign. FTT has given a new meaning to Search, and with it unlocked a new generation of global users.