CATEGORY:
TECHNOLOGY
CLIENT:
YEAR:
2023
background.
Agency partner: Stink Studios
TASK: Develop localised creative concepts for Google Lens campaign for the German market.
Following a successful Google Lens campaign aimed at Gen Z, Google Lens needed to launch a campaign to the wider population in Germany, France and the UK to grow awareness of its innovative search features.
The consisted of 24 films, with scenarios demonstrating new ways to search with Google Lens, including search by image, instant translation, homework help, and multi-search.
The scenarios needed to be localised to fit local searching habits, shopping behaviours, and cultural trends. They also needed to be cross-culturally relevant to ensure that video assets could be used for multiple markets.
solution.
I developed 15+ localised creative concepts for Google Lens’ features for the German market, tapping into local behavioural insights and trends. Concepts included adapted scripts for 30, 15, and 6 second formats.
Scenarios like instantly translating a foreign menu, searching the shoes of a passerby on the train platform, and decoding that foreign fruit found at the market, demonstrate how Google Lens can be applied throughout everyday life.
In consultation with the French and English creatives, the scenarios were refined to ensure they were cross-culturally relevant to allow for shorter production times, with assets used across multiple markets.
