Wed, 30 Jun 2021 14:58:00 GMT
Following the launch of Google’s new brand campaign ‘What are you searching for this Summer?; comes an extensive and beautifully curated outdoor and digital suite created by Uncommon Creative Studio.
The new outdoor campaign celebrates authentic slices of British Summer time told through quirky photography and real Google searches in the next iteration of ‘What are you searching for this Summer?’
The new campaign launched earlier this month with an emotive 120-second film representing a powerful moment of both collective and individual liberation as we venture into the warmth of sunnier months and restrictions lifting in the UK. The work showed that with our new found freedom comes many questions and mixed emotions in which this uniquely strange summer triggers — from re-entry anxiety, through to rebuilding relationships to loss and love.
The digital and poster follows that insight capturing the questions asked this Summer. The suite will live across iconic UK sites including Piccadilly Lights, Old Street Roundabout, Manchester Arndale and Great Eastern Street as well as multiple locations up and down the country running throughout the month.
The work plays with longer copy showing stories through different search queries highlighting the power and act of search.
The campaign also includes tactical placement with cinema curated artwork at sites such as Peckhamplex, fashion related queries outside shopping centres and a well debated question regarding the best bagel on Brick Lane: Beigel Shop or Beigel Bake — located nearby in Shoreditch.
The vibrant and uplifting photography caught particular close attention with one image used in the suite making National headlines — this execution included a shot of a seagull stealing a chip at the seaside.
The work also includes playful and whimsical searches such as ‘Where do unicorns live?’ and ‘What flavour is blue?’ feeding into the escapist notion of using Google Search.
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Project name: What are you searching for this Summer?
Creative studio: Uncommon
Media Agency: OMD, OMG & Talon Outdoor