| Title | GOOGLE WORLD CUP |
| Brand | GOOGLE |
| Product/Service | SEARCH BASED REAL TIME NEWSROOM |
| Category |
A08. DIGITAL DESIGN |
|
Entrant Company
|
R/GA London, UNITED KINGDOM
|
|
Advertising Agency
|
R/GA London, UNITED KINGDOM
|
Credits
| Remi Abayomi |
R/GA London |
Group Account Director |
| Ricardo Amorim |
R/GA London |
Associate Creative Director |
| Pete Jupp |
R/GA London |
Design Director |
| Phil Hawksworth |
R/GA London |
Technical Director |
| Sam Clohesy |
R/GA London |
Executive Producer |
| Lachlan Williams |
R/GA London |
Senior Planner |
| Scott Shaw |
R/GA London |
Experience Design Director |
| Clara Tudela |
R/GA London |
Senior Visual Designer |
| Luke Wicker |
R/GA London |
Copywriter |
| Wilf Eddings |
R/GA London |
Visual Designer |
| Craig Mandel |
R/GA London |
Associate Creative Director |
| Andy Shora |
R/GA London |
Senior Open Standards Developer |
| Pedro Duarte |
R/GA London |
Front End Developer |
| Razvan Pavel |
R/GA London |
Open Standards Developer |
| Tessa Hewson |
R/GA London |
Associate Creative Directors |
| Brian Hurewitz |
R/GA London |
Senior Designer |
| Alfredo Aguirre |
R/GA London |
Senior Software Engineer |
| Darian Moody |
R/GA London |
Developer |
| Harmesh Chauhan |
R/GA London |
Senior Experience Designer |
Brief Explanation
The World Cup is all about vibrancy and celebration – we were tasked with bringing this into the content that we would produce. Google didn’t have a place in football conversations – nor was it an official sponsor – so the design of the content and the experience itself had to provide dedicated and casual fans with content they wanted to share. We wanted to publish content before and after matches and in keeping with the local news cycles of the nations. Each piece had to humanize the data whilst feeling like only something Google could do.
The Brief
We were asked to grow brand-love by connecting Google with people’s passions around the World Cup. A space they don’t normally have a role in. We were tasked with designing and building a website that stayed true to the Google style and functionalities whilst creating content that felt relevant interests of the fans involved in this global event.
How the final design was conceived
We worked to establish a visual approach that would humanize the data and provide an editorial approach that could do justice to all stories we found in the search data. We built an illustration style and toolkit that we felt allowed for flexibility and speed, whilst staying true to Google’s design principles and allowing for an original design in each piece of content. Alongside this, a mobile-first website was designed to house the illustrated Trends alongside offering fans a deeper look at the search trends around every match. The Trends celebrated the styles of each World Cup nation with as much vibrancy as the tournament itself, meaning that they stood out in the social feeds of users.
Indication of how successful the outcome was in the market
Around 1000 Trends went out across the world, earning just over 3.4 billion impressions. Media, brands and players weren’t just sharing our insights with their audience, they were requesting their own. The campaign content also earned 4x more Retweets per post on the global @Google twitter than at any other point in 2014. Establishing the Google Trends product as a powerful source of insight into popular culture that will live on beyond the World Cup.