Another powerful example of a brand using data to drive creativity is Google’s ‘Year in Search’ campaign. Much like Spotify’s data-fueled creative effort, the stars of the search giant’s annual campaign were its users.
Google creatively put insights into action, exploring the emotional story at the heart of every search term that dominated 2016.
Honing in on everything that made that year particularly memorable, including its most shocking news stories from Brexit and Trump’s election to Syria and the Orlando shooting, Google managed to turn the widespread perception of 2016 as a year of disproportionate lows on its head to spread a message of hope, ending with the words: “Love is out there. Search on.”
Aptly highlighting how Google is not just a search engine for the world at large, but a source of learning where people turn for answers, the campaign was a clever play on emotions that once again proved its dominant influence over the online world.
“From Powerball numbers to Olympic champions, whether making dessert or becoming a mannequin, this year affected us all in different ways.” says Ben Gomes, VP Search.
“Through all the highs and lows, people came to Search to learn more and understand.”
Ref:
- https://www.google.com/intl/en-GB/trends/2016records/
- https://trends.google.com/trends/yis/2016/GLOBAL/
- http://google.com/2016 | #YearInSearch
C R E D I T S:
Brexit - Ruptly
Trump & Hillary Supporters - Associated Press (AP)
US Election map: ABC
BLM Protesters - AP
Dallas PD Vigil - Ruptly
Dallas PD memorial - ITN News Source
Orlando PD - Steven Fernandez
Aleppo Wall - Russia Insider
Omran Daqneesh - AP
Refugees welcome - Shay Murphy
Justin Trudeau at pride - Canadian Press
Hillary Clinton @ DNC - CNN
Doaa Elghobashy @ Olympics - AP
Simone Biles performance - USA Gymnastics
Prince with guitar - Richard E. Aaaron
Special thanks to www.alicenter.org/
Ali with mic - AP
Bowie with Lighting Bolt - Duffy Archive & Bowie Archive
Aziz Ansari w/ Lighting - Photo by Crackerfarm/Under The Table
Additional Lighting Makeup shot - Dade Freeman
Bear and Deer - JukinMedia
Secret Life of Pets available on Google Play
Zianna Speaks to City Council - CNN
Refugees at Sea - Vice News
Border embrace - ITN/Reuters
Dallas Protest - Dallas Morning News
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