Be Where The World Decides
Google Ads had a problem. It was starting to lose market share to Tik Tok and Meta as advertisers looked for a simpler, more social way to reach customers.
Some good news
Research showed people browse on social media, but they buy through Google. And sometimes, for things like sofas, that journey can take up to three months.
The insight
When people buy online it’s rarely linear. We capriciously flit from one subject to another. The power of Google Ads is that it works at such a scale it can drop the right ad at just the right time to catch our interest. We needed to show that power and how it could make a difference to our audience.
The campaign
With Be Where The World Decides, we embraced all the mercurial quirks of human behaviour to create a campaign that made Google Ads feel tangible, emotional and smart (without being a smart alec).
First, the campaign line became a copy mechanic: ‘Be where X does Y.’ This helped set up scenarios that Google Ads could answer across the funnel.
Then we created a visual character to present the world of Google Ads at a human scale. The ‘Squiggle’, is a colourful line that bounces from Search to Ad to YouTube and back again - mimicking our behaviour online.
BWTWD was a full funnel response that was part brand campaign, product demo and promo advertising.
My role
I was group creative director on the project managing a team of creative directors, animators, editors, designers, art directors and copywriters.
Case study videos
I’ve written and CD/Directed a number of paid social content, event films and CRM projects for Google Ads. Some centred on performance and some with a focus more on the brands that choose Google Ads and why. All made at House of Greenland and all films available in a selection of aspect ratios!
I really got into making animations for Google Ads, and if we ever get stuck in a lift together, perhaps I’ll go into why. Anyway, the first one, Reconsider was all about getting customers who’d gone dormant to become active again. The Onboarding series helps new customers get to to grips with service features, and did particualry well, which if we ever get stuck in another lift, I can get into. If you like.