Google: All Together Now
Integrated launch campaign
Running a business is hard and changing your digital infrastructure is even harder. To convince CEOs to switch from Microsoft Office to GSuite, we didn’t break out the stats like everyone else. We spoke to them in a fresh voice, using illustration and poetry to create metaphors for how work should be: more efficient and collaborative with Google.
Nine illustrators from across the globe (including Jean Jullien, Andrew Rae, Tomi Um and Chris DeLorenzo) provided unique interpretations of workplace collaboration. The only guideline was our style – black line art with pops of primary color – which created a cohesive campaign that’s inherently Google.
The used the illustrations to create films, social posts, print and OOH that appeared in the natural habitat of CEOs: airports, elevators, financial pubs and business districts.
To kick things off, we ran our poetic manifesto in the New York Times.
Ads ran in the Wall Street Journal, Wired, FastCo and Forbes.
Some ads went hard at Microsoft, calling out Office, Word, PowerPoint and Outlook.
Other ads played with where they were placed.
Role: Creative Lead/Sr. Copywriter
AD/ACD: Liz Delp
GCDs: Seth Jacobs & Mark Sarosi
Illustrators: Chris Delorenzo, Jan Buchczik, Jean Julien, Matt Blease, Andrew Rae, Josh Cochran, Tomi Um, Xarly Rodriguez
Production Company: Giant Ant