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
Craft / Art Direction
Annual ID
OS23_DM050B
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.
Every element of the billboards was crafted using trending materials, from the hand cut typography and Google logo to the graphics that were sewn to the fabrics.
Thanks to the hand-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.
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.
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.
Every element of the billboards was crafted using trending materials, from the hand cut typography and Google logo to the graphics that were sewn to the fabrics.
Thanks to the hand-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.
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: 9
Bronze 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
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