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Google Workspace is a new suite of work tools, featuring some of its most popular apps, like Gmail, Meet, Chat, Docs, Sheets and Slides. But in a crowded post-pandemic marketplace, it needed to stand out amongst brands such as Microsoft Teams, Slack and Zoom. Our challenge was to launch a global campaign showing the world how Google Workspace is a better way to work.
The changing nature of the way people work means success hinges on both autonomy and cooperation amongst employees. The big idea was embodied in our campaign line: ‘Google Workspace — How it’s done.’ Whether you’re a band writing song lyrics or the world’s largest streaming service, Workspace isn’t just a way to ‘do work’ but a means to do your best work. The ‘How it’s…’ language became the basis for every campaign asset, giving Google something truly distinct and ownable.
OUTCOME
The through-the-line campaign was launched across 8 markets (US, Canada, UK, France, Germany, India and others) and we crafted work for almost every kind of media with print work in major publications (e.g. The New York Times and the Wall Street Journal), display ads, social media, lead generation microsites and a customer story film series.
