What we search for in Google’s search bar is powerful, demonstrated through the copywriting featured throughout Google’s ‘What are you searching for this Summer?’ campaign. Trivial terms tell the story of our hopes and our fears. The smallest search can mean everything.

With Britain emerging from a tough year, the copywriting spoke to the questions, and mixed emotions, triggered by the unique position Summer put us in. From re-entry anxiety to rebuilding relationships through love and loss, people had questions, and Google followed that insight capturing the questions asked this Summer in a outdoor suite. The campaign also included tactical placement with cinema curated artwork, fashion related queries outside shopping centres and a well debated question regarding the best London bagel on Brick Lane: Beigel Shop or Beigel Bake — located nearby in Shoreditch.