The idea was to tell the world, in the simplest way possible, that Google was now making a phone. To do this, we stripped the entire message down to one simple visual and told it across every platform and through multiple languages, continents and markets.

The simple visual device showed the search bar (the thing everyone knows and loves about Google) evolving into a phone shape—a message that needed no words and could be told in five seconds ( YouTube bumpers and banners) as well as in 60 seconds (TV and cinema).

We then filled the visual device with stories, entertainment, films and feature-led work, so when people came across the shape, it told them why Google was now making a phone.

On October 4, we kicked off the campaign with a teaser showing the search bar evolving into a phone shape, ending with just the Google Super G and “Oct. 4.” This simple visual played across the world on YouTube, website banners, Snapchat, Facebook, Instagram, newspaper covers, magazine prints, ambient installations, retail, TV and cinema, making a bold announcement that something special was coming.

Then, on October 4, the device came to life, and it became a portal to new possibilities, as we filled it with different pieces of content that marked things were changing for the better. We also used it as a framework to talk about features, from low-light camera, unlimited storage and even its VR capabilities. Everywhere you looked, you saw the same visual device, and every time you saw it, it contained something new, each time sending a powerful message that Google was making a phone.

-We achieved 6.5 billion impressions

-35 films

-Six global markets

-The limited Pixel Blue phone sold out during the keynote presentation