Title | BE UNSTOPPABLE #WITHALITTLEHELP FROM GOOGLE |
Brand | GOOGLE INDIA |
Product / Service | GOOGLE SEARCH |
Category | F07. Corporate Purpose & Social Responsibility |
Entrant | TOASTER Singapore, SINGAPORE |
Idea Creation | TOASTER Singapore, SINGAPORE |
Media Placement | ESSENCE Gurgaon, INDIA |
Production | TOASTER Singapore, SINGAPORE |
Post Production | TOASTER Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Cho Zan Aung | Toaster | Multimedia Designer |
Alvaro Bruch | Toaster | Associate Creative Director |
Bhawika Chhabra | Toaster | Head of Account Management |
Sakshi Chopra | Product Marketing Manager | |
Farhan Haniff | Toaster | Junior Art Director |
Mujib Jamin | Toaster | Senior Motion Graphics Designer |
Samit Malkani | Head of Brand Marketing, SEA & India | |
Chiranjeev Prasad | Toaster | Producer |
Marco Rotoli | Toaster | Design Director |
Umma Saini | 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 |
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.
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.