Google decided to make a phone and it had everything people loved about Google, all in the palm of their hand.

To announce this, we created a visual mnemonic of their iconic search bar morphing into the shape of their new phone. The mnemonic was used at every touch point–from film to print, social, installations and digital OOH in US and global regions.

We also used the mnemonic to convey the delightful feelings of having a Pixel and its unlimited storage.

Prior to launch, we made neon installations that announced the date in a photo-worthy way. The installations were seen in Chicago, NY, SF, Sydney + Germany.

This case study captures the full breadth of the campaign.