BE UNSTOPPABLE #WITHALITTLEHELP FROM GOOGLE

TitleBE UNSTOPPABLE #WITHALITTLEHELP FROM GOOGLE
BrandGOOGLE INDIA
Product / ServiceGOOGLE SEARCH
CategoryF07. Corporate Purpose & Social Responsibility
EntrantTOASTER Singapore, SINGAPORE
Idea Creation TOASTER Singapore, SINGAPORE
Media Placement ESSENCE Gurgaon, INDIA
Production TOASTER Singapore, SINGAPORE
Post Production TOASTER Singapore, SINGAPORE

Credits

Name Company Position
Cho Zan Aung Toaster Multimedia Designer
Alvaro Bruch Toaster Associate Creative Director
Bhawika Chhabra Toaster Head of Account Management
Sakshi Chopra Google Product Marketing Manager
Farhan Haniff Toaster Junior Art Director
Mujib Jamin Toaster Senior Motion Graphics Designer
Samit Malkani Google Head of Brand Marketing, SEA & India
Chiranjeev Prasad Toaster Producer
Marco Rotoli Toaster Design Director
Umma Saini Google Brand & Creative Lead, Marketing
Vinod Savio Toaster Executive Creative Director
Manisha Sharma Toaster Creative Group Head
Karn Singh Toaster Creative Director
Vincent Tanara Toaster Designer
Bhawna Vohra Toaster Senior Producer
Udara Withana Toaster Head of Strategy, APAC

Write a short summary of what happens in the film

Majority of females in India are not encouraged to pursue individual dreams, let alone sports. Female athletes are missing in the media, hence girls lack role models. To spark change in this thinking, we tapped into emotionally resonant stories that challenge societal norms and reshape society to be more appreciative of everyone’s pursuits, irrespective of gender, age and traditional expectations. User-generated stories of unsung female athletes were strung with personal Google queries and a hit song, Apna Time Aayega (Our Time Will Come). An apt twist: male vocals resung by a female YouTube Creator, making it a clarion call for women & girls.

Please tell us how the brand purpose inspired the work

Google wanted to be one of the world’s most helpful brands and the brief was to identify a cause that can help create an inclusive marketing strategy and lead to an impactful conversation that resonates across India. Hence, we had to create a purpose-led campaign that also shows the meaningful and helpful role that Search, Maps and other products play, reminding audiences of Google’s product magic. Hence our idea inspired by Google’s brand purpose was to demonstrate the helpful nature of Google products in enabling people’s aspirations through real UGC.