Cannes Lions
GOOGLE, Mountain View / GOOGLE / 2022
Overview
Entries
Credits
Background
Accessibility is in our mission statement and central to our existence as a brand. The extent to which we are motivated by creating “for everyone” and for the common good is largely forgotten. We can change this by highlighting how Google’s human-centered approach to AI is creating accessibility solutions that allow disabled people to innovate, create and expand the world by doing what they love. We also have a responsibility to strive to be leaders in disability representation in our work and our teams.
Idea
Over the past year and a half, Google has been funding and consulting with a small team of scientists at Georgia Tech to create one of the most technologically advanced prosthetics ever made using AI and TensorFlow. Technology that’s designed in partnership with the disability community is ultimately more useful for everyone. More and more, people in the disability community are the co-creators of the tools that are helping them and others pursue their goals and live the lives they want.
Strategy
Accessibility is in our mission statement and central to our existence as a brand. The extent to which we are motivated by creating “for everyone” and for the common good is largely forgotten. We can change this by highlighting how Google’s human-centered approach to AI is creating accessibility solutions that allow disabled people to innovate, create and expand the world by doing what they love. We also have a responsibility to strive to be leaders in disability representation in our work and our teams.
Execution
Our three films ran on Youtube and owned channels (Instagram, Facebook, Twitter) launched on 5/18/21; the anthem film was also aired at Google’s annual developer conference, the editorial was published on Google’s owned platform, About.Google.com, social posts were published on Google’s Twitter, Facebook and Instagram accounts, and the photography was featured as part of Popup Magazine’s 2020 Sidewalk Tour.
Outcome
Forward Rhythm was viewed over 370K+ times on Youtube, and the campaign made ~78M total impressions on social. The About.google editorial has had 1.3M unique page views since launch, and has been upvoted 384.1K times. With 150K shares (an unusually high 12% share rate), Jason’s story was the most-shared story on About.google in 2021.
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