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2022 One Show - Design

Shopping - Shop Small Murals

Agency BBH USA / New York + Google / Mountain View + STATE Design / New York + Essence / New York

Client Google

Category

Out of Home / Series

Annual ID

OS22_DE117M

About the Work

At a time when shoppers are spending more and more online, Google Shopping teamed up with American Express to help drive customers to shop digitally from local, underrepresented small businesses. Our idea, “Shop Small Murals” leveraged the power of art and Google Lens technology to offer a unique way for communities to discover and shop small women-led, Black-owned, Latinx, API, and LGBTQ businesses in their neighborhoods. We partnered with local artists from four major U.S. cities (Boston, Chicago, New York, and Los Angeles) to support small, underrepresented businesses through the creation of illustrated experiential boards that helped spread joy to locals and tourists. These vibrant murals featured paintings of products from 26 small businesses, and every illustrated product became shoppable using Google Lens technology. By holding their phones up to painted items on the mural and tapping the Lens icon in the Google app, consumers could directly shop real products from local small businesses. As stores were reopening across the nation, and people were able to explore their communities again, our innovative murals helped us connect businesses with shoppers in a whole new way. Instead of bombarding them with sales and discounts, we wanted to add color, fun, vibrancy, and a sense of community to our featured cities. These murals authentically portrayed their non-traditional communities in an uplifting, celebratory way. They became not just a fun piece of neighborhood art, but a cheat sheet to cool nearby businesses and a fresh way to do holiday shopping right from your phone’s camera. The “Shop Small Murals” campaign garnered 2M in-person impressions based on estimated weekly impressions of the outdoor boards and exceeded CTR goal by 30%. The Shop Small Murals were also featured in Forbes, Adweek, Essence, Business Insider, and WWD.

2022 Awards

Total Points: 3

Merit

Credits

Agency

BBH USA / New York

Client / Brand

Google

Post Production Company

STATE Design / New York

Media Distribution Company

Essence / New York

Chief Creative Officer

Rafael Rizuto

Executive Producer

Abbie Noon
Doug Moffitt

Group Creative Director

Estefanio Holtz
Kasia Canning

2D Animation

Beto Prado
Daniel Azevedo
Gustavo Torres
Luis Vilani

Account Director

Meagan Cancio

Assistant Editor

Shawn bean

Associate Creative Director

Patrick de Young

Chief Executive Officer

Amani Duncan

Colorist

Sofie Borup

Senior Producer

Meetra Javed
Alex Olivo
Jillian Beans

Strategy Director

Beth Beckman

Business Affairs Director

Alice Isner
Daniella Vargas

Business Director

Miranda Hardy

Cell Animation

Dair Biroli
Guiherme Gurian
Ryan Boyes
Sijia Huang

Chief Strategy Officer

Tom Callard

Compositing

Travis Button

Group Account Director

Melissa Cahoon

Senior Strategist

Timanni Walker

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