With over 49,000+ searches a second at Google.com, Google wanted to start teaching people a new behavior: stop typing questions into a browser, and start using voice search. To start to chip away at that massive task, we launched a massive campaign that sparked curiosity when people were out and about (and away from their computers).
An NYC Take-Over:
CONTEXUTAL OOH
We launched in the places that New Yorkers love most, and designed each question into its location to get people curious about the places they thought they knew.
Barcade // Custom Joystick
Katz’s Deli // Handmade Neon Sign
McSorley’s Pub // Front Door Barrel
Cafe Reggio // 400 Coffee Cups
Brooklyn Bowl // 12 Bowling Balls
Brooklyn Flea // Market Wall
Museum of the American Gangster // Answer: a person acting as a decoy
Papabubble // Custom Lollipop
NYC Taxis // 350 Taxi Toppers
THE WORLD SERIES
We wrote curiosity-inducing questions for the boards behind home plate that we so juicy, even the announcers couldn’t help themselves.
LIVE Headline-Reactive BANNERS
On the New York Times and Washington Post mastheads, we created a banner that could react, in real time, to the changing headlines of the day. The question was updated minute-by-minute as the papers reflected the day’s news.
Daily Queries on Social
Everywhere the campaign went, it was contextual to the moment.
On social we posted daily, posing life’s burning questions and playing into the topics of the day.
14 executions, all specifically concepted & produced for the magazine issue in which they appeared.
Loi Krathong
the case study
