Google’s brand health in Australia had been weakening since 2017, due to a backlash against big tech, plus regulatory pressure. Our task was to rebuild Google’s brand health.

Participation with sport allows Australian families and communities to thrive, from the grassroots to the professional level. But for many, participating isn’t easy. There are huge societal, racial and gender barriers in Australian sport.

Inclusion is a key focus for Google. Their mission is to organise the world’s information and make it universally accessible and useful. We wanted to show the power that community sport has to connect everybody.

“These films enabled us to start social conversations, about race, aging, and the power of communities. And show that inclusion binds society together”

Through research, we understood that Australians don’t just care deeply about their community.

They feel a sense of duty to strengthen their community. This insight gave us our strategic platform: Google helps you help your loved ones thrive in the community.

We brought our crGoogle x AFL 2022eative idea of Helping you help others to life through two films.

Our first film told the story of a Sudanese immigrant father and his footy-loving daughter. He uses Google to teach himself everything he needs to know to unlock his daughter’s potential. So she feels part of the team, and they both feel a sense of community belonging.

Our second film showed a female footy fan, using Google to revive her gran’s memories of playing the game, and help combat her dementia. Their reconnection enables them to enjoy each others’ company, and the powerful community spirit of the game, once more.

These films enabled us to start social conversations, about race, aging, and the power of communities. And show that inclusion binds society together. And that Google helps you help others.

Credits

Client: Google Australia
Creative Agency: 72andSunny ANZ
Production House: 2021 – Thirteen&Co / 2022 – FINCH
Director: 2021 – Patrick Fileti / 2022 – Kyra Bartley
Audio: Otis Studios
Post Production: 2021 – Vandal / 2022 – Atticus
Media: PHD & Essence
Research Insights: Pollinate