The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2017 One Show - Cross-Platform

Year In Search 2016

Agency 72andSunny / Los Angeles + Google Brand Studio / San Francisco + HECHO EN 72 / Los Angeles

Client Google

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Category

Integrated Branding

Annual ID

OS_CP17044M

About the Work

Every year, Google's Year in Search campaign recaps the year's biggest searches. But 2016 left people searching for the good in this year. Our challenge was to create a film that reflected the search data, while celebrating a year most people just wanted to forget. But when we dug into the searches, a surprising trend emerged: even in darkness, there were glimmers of hope. So our campaign used the iconic Google Search Bar as a framing device to highlight moments of humanity, hope, and love within the year's biggest searches. We launched our campaign with a two minute film, created consecutive print ads in major publications, and made a digital hub where people could explore the year’s searches even further. In the end, people spent an equivalent of more than 36 years looking back at a year nobody wanted to remember through the lens of Google Search.

2017 Awards

Total Points: 5

Merit

Credits

Agency

72andSunny / Los Angeles
Google Brand Studio / San Francisco

Production Company

HECHO EN 72 / Los Angeles

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