SXSW is an increasingly difficult place to stand out, full of promotional items that never make it out of the bag. We wanted to create something that our audience of advertising creatives would appreciate and actually use.

We found a balance between the simple, iconic look and feel of Google and a fresh graphic approach for impact.

Over 3,200 people visited the Google Playground in only six hours and afterwards, it was the talk of SXSW: ABC, NBC, FOX, Ad Age, Fast Company, Bloomberg, Yahoo, CNBC, Cnet, The Guardian, The Times of India and a host of others all covered it. Cultural influencers like MTV, Huffington Post, Conan O’Brien, David Letterman and even Shaq and Pee Wee Herman weighed in.