Can an idea change the world?

After being added to Google’s EMEA Creative Roster, we needed to get the word out to key stakeholders with a big, splashy creative execution. Googlers get inundated with freebies, so instead of dumping another gift on their desk, we gave them an opportunity. We sent each Googler an unbranded balloon, with the words “Can an Idea Change the World?” The intent was to pop the balloon that revealed a note/card with the weblink that took them to landing page. The landing page had visually engaging video produced to prompt Googlers to submit a world changing idea (no matter how outlandish or small).

The DM wasn’t a gift, it was a trojan horse packed with intrigue. We stripped the assets of all branding, and centred all of the messaging around an aspirational question: “Can an idea change the world?”. The campaign took a novel approach to DM cold-calling, moving away from finished execution towards showing that we can bring a range of ideas to life.

Role: Art Direction, Creative lead, Design