Winners & Shortlists

SPELL UP

Gold Eurobest

Case Film

Presentation Board

TitleSPELL UP
BrandGOOGLE
Product/ServiceCHROME
Category G01. BRANDED GAMES
Entrant Company GOOGLE CREATIVE LAB London, UNITED KINGDOM
Advertising Agency GOOGLE CREATIVE LAB London, UNITED KINGDOM
Credits
Name Company Position
Google Creative Lab Google Creative Lab Creative Agency
Hello Monday Hello Monday Production Company

Creative Execution

Spell Up is available on the web for anyone to use on desktop or mobile through the Chrome Browser.

Nearly 4 million visits, with more than 56% of users coming from countries where English is not the first language. It was picked up by educational and tech press, and social media posts showed usages from living rooms to schools all over the world. Hopefully, we will inspire others to create more teaching tools using the technology.

When Web Speech, a new voice recognition API, was added to Chrome we wanted to introduce it to the public in a playful and useful way. We decided to showcase the technology as an educational tool that could help those learning a new language, like English. We also gave ourselves the challenge of making the technology accessible, easy-to-use, and fun. We targeted those learning english as a second language who were over 13 years of age.