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.

2022 One Show - IP & Products

Real Tone

Agency Google + Google Devices & Services Creative Team

Client Google

Category

Best of IP & Products

Annual ID

OS22_IP001G

About the Work

Photos shape the way we see each other and ourselves. And historically, camera technology hasn’t accurately represented darker skin tones. Camera and image technology have centered light skin–a bias that's crept into many of our products, even today. So we set out to design Google’s most inclusive camera, with a strong focus on people with darker skin tones. How? We partnered with a diverse group of image experts, like photographers, cinematographers, and colorists celebrated for their beautiful and accurate imagery of people of color. Working directly with Google’s product and engineering team, they tested the Pixel 6 camera and Google Photos editor in a wide range of tough lighting conditions. The result is Real Tone, a collection of technical improvements to the Pixel 6 camera and Google Photos that more accurately and beautifully highlight the nuances of all skin tones. To share it, we created films that told nuanced stories around the world, including a Super Bowl spot directed by Joshua Kissi and featuring Lizzo. The campaign spread across social channels, editorial partnerships, and in a collaboration with New York Times Advertising. Throughout the process of this project, Google prioritized collaboration with people of color and POC-led organizations, from agency teams to image experts. We learned that, if you want to build something for someone, you will always do a better job if you build it with them. Real Tone is consistently named as one of the most important developments on the new camera, and hundreds of positive comments have reaffirmed just how necessary this work is. And we hope this work continues to inspire everyone in the industry to innovate for and with people of all skin tones.

2022 Awards

Total Points: 90

Best of Discipline Pencil

Credits

Agency

GUT / Miami
New York Times Advertising
Wieden+Kennedy / New York

Internal / In-House Agency

Google Devices & Services Creative Team

Client / Brand

Google

Production Company

1stAveMachine
PRETTYBIRD

Post Production Company

Rock Paper Scissors
Stitch / Santa Monica

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