In 2020, Google celebrated Black History Month by creating a multimedia campaign featuring some of the Black Americans and Black American-led movements that were the “most searched” in the United States, according to Google Trends history, dating back to 2004. The “Most Searched” campaign tells a powerful story about how the Black community has helped shape and influence American culture. The campaign ran via social media blasts, print placements, billboards, hand-painted murals, and a high-profile television spot debuted during the Grammy Awards show.
Following a successful partnership on a previous print campaign with the Google Brand Studio, we were thrilled to have the opportunity to collaborate on such a visible and influential campaign. At project kickoff, the Google Team asked us to further explore their established art direction while also ideating alternative concepts and innovative activations. Through our exploratory, the collaboration honed in on a design system for print, digital, and broadcast.
Based on the results of aggregated data samples identifying the “most searched” person, movement, or moment, we scoured extensive photography libraries and personal collections to select bold imagery for each subject. From there, we tweaked and toned up a design and messaging system that could flex consistently across a diverse range of formats.
We’re proud to have been able to contribute to this campaign recognizing the fundamental importance of black history makers in America’s past and present who pave the way for a more inclusive future. Beyond just being a prominent campaign with a positive message, Google.org provides support and a $3 million grant to help scale the NAACP’s Afro-Academic, Cultural, Technological and Scientific Olympics over the next three years. Learn more about The Most Searched here.