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Celebrating the history makers and those they inspire

Client
Google Brand Studio
Project
Most Searched Campaign

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.

Campaign video courtesy of Google Brand Studio

Partnership

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.

Sketch: MLK Jr’s. iconic speech in full
Sketch: Prince’s most searched solo
Sketch: Expressive type and form
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Process

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.

Shortlist of selects for MLK Jr.
A design system built to scale

Outcome

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.

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Weekly OOH Impressions
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Campaign Video Views
Louis Armstrong on West 126th Street in Harlem
Dr. Martin Luther King Jr. on Pennsylvania Avenue in Brooklyn
RuPaul parading over Fashion Ave
Prince shredding across from Madison Square Garden
MLK Jr. preaching to Times Square
Prince in LES—hand painted by Colossal Media
Katherine Johnson across from the Brooklyn Navy Yard
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