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.
Category
Out of Home / Billboards & Transit
Annual ID
OS23_DM020S
About the Work
Google has been the most popular place to search for over a decade, and ranks highly amongst consumers for its functional attributes. However, as new and more visually stimulating platforms have emerged, younger generations started looking for inspiration elsewhere. So, Google launched a campaign to get young people to see a whole new side of search that’s much more fun and engaging.
Using a combination of Google Trends data, social listening and research, we identified the most relevant fashion trends to younger audiences. Then, we brought the trends into the real world by creating custom scannable billboards made with the most iconic fabrics and patterns of each trend, such as Y2K’s chromatic jackets and Pearlcore’s iridescent accents. The billboards were hand-built using real trending fabrics like cotton, nylon, pearl beads, faux fur and more.
Thanks to the uniquely crafted nature of the project, the campaign featured ads of all shapes and sizes, including but not limited to bus shelters made with crochet, a huge building wall completely covered with pink faux fur and traditional billboards dressed in plaid.
To maximize the effectiveness of the campaign, we identified locations that were highly trafficked by a younger audience, and then placed the billboards in these locations based on their relevance to the community. For example, we placed our Y2K puffer billboard in the city at the heart of 2000s pandemonium, Los Angeles. While in the windy city of Chicago, we placed the warm faux fur covered billboard. Each placement reflected the community it was situated in and ensured that it would accurately represent the trends that younger audiences would be searching for all with the help of the Google app.
By simply scanning the billboards with the Google App, people could find items featuring the same patterns and materials, and even shop the looks that they found.
2023 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Bbh Usa
Client / Brand
Google Consumer Apps
Google Creative Lab
Google Media Lab
Production Company
PXP Studios
Art Director
Madeline Honig
Copywriter
Sabrina Rivera
Chief Creative Officer
Rafael Rizuto
Creative Director
Guiga Cunha
Otto Pajunk
Designer
Richard Supriano
Director
Stacy Colson
Executive Creative Director
Estefanio Holtz
Kasia Canning
Executive Producer
Miral Patel
Producer
Yamoaa` Gyimah
Strategist
Victoria Neal
Account Director
Denis Mahon
Account Supervisor
Cassie MacEachern
Chief Executive Officer
Amani Duncan
Senior Art Director
Tim Min
Senior Copywriter
Lee Lawrence
Strategy Director
Timanni Walker
Associate Director of Business Affairs
Jonathan Toto
Creative Manager
Marissa Mandarino
Director of Business Affairs
Daniella Vargas
EVP, Managing Director, Growth & Client Service
Anthea Tang
Group Account Director
Jas Jabbour
Group Executive Producer
Sam Petersson
Group Strategy Director
Joe Burns
Head of Account Management
Dan Wallace
Head Of Design
Hernan Ibanez
Head of Production, Print & Digital
Deanna Loperena
OOH Vendor
JCDecaux
Overall Murals
Red Star Outdoor
Seen Media
Van Wagner
Production Manager
Jeff Groff
Related Awards
