Worked with copywriters and illustrated our ideas for the pitch.
To convince those who currently have a Google+ account that it should be their primary social networking site.
Existing Google+ users, male, living in Australia, students, 18 to 35.
Existing Google+ users, males, living in Australia, professionals, 22 to 25.
The Big Idea
A fresh start.
We likened Google+ to a clean, fresh canvas where users can create just about anything they want with it.
We wanted to show inactive Google + users that the greatest possible rewards can be reaped when you add a little colour.
The idea was to get Google+ to sponsor a series of ‘White Spaces’ in popular public locations across Australia. We then invite people to get onboard and ‘curate their space’, filling the spaces with paint, performance, protests or play in a show of creativity and community that will be inextricably linked with Google.
The thrill of starting afresh lies not only in the joy of discovery but the sense of release when you cut old ties and take control of your own existence. This was the founding thought for what would become our ‘Kept Private’ campaign.
We wanted to show inactive Google + users that a fresh start with Google is all about feeling safe with the mistakes you make, owning your outrages and playing without fear of repercussion.
The ‘Kept Private’ campaign will shine the spotlight on those moments you might not want monitored, creating an inextricable link between Google +, privacy and the practicalities of life.