Google decided to make their first phone. It had everything people loved about Google, all in the palm of their hands.

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 of our global campaign, Phone by Google. From film to print, social content, installations and OOH in over six markets.

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