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.

2023 One Show - Direct Marketing

Trending Billboards

Agency BBH USA + PXP Studios

Client Google

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.

2023 Awards

Total Points: 9

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

 

 

 

 

Follow Us