the box
google x ddw activation
Google approached our class with a request to develop a campaign aimed at raising awareness among 18- to 25-year-olds about the diverse career opportunities available within the company. The core message: regardless of your background or experience, building a future at Google is possible. Naturally, the campaign needed to reflect Google’s unique company culture while reinforcing its position at the forefront of innovation and technology.
My contribution includes: research, strategy, concept development, art direction and presentation.
research
To ensure the campaign resonated with the target audience, I first delved into Google’s core values and analyzed how they aligned with young professionals. However, research revealed a key insight: while this young professional demographic shared similar values with Google, they often perceived the company as an unattainable employer.
Value prop0sition
GBridging this gap was essential. The Dutch Design Week (DDW) provided the perfect opportunity, as this event attracts a large number of individuals from the target group. We developed a strategic activation specifically for DDW, designed to demonstrate that Google is closer to them than they think. Through compelling storytelling and a thoughtful approach, we created a campaign that not only reduced the perceived distance between Google and young talent but also authentically highlighted Google’s innovative and inclusive company culture.
Google is created and shaped by all its users. Everyone who has ever interacted with Google has contributed to what Google became.
So Google is much closer to each of us than people might realise. So the answer to the question of what exactly Google is?
Google, that is you.
the concept
After doing extensive research, I believed it was important to make it explicit to the visitors of the activation that Google is not the giant unapproachable company, as it might seem.
That is why The Box was developed.
In a box completely mirrored from the outside, an experience complete with storytelling and immersive projection show telling the story of Google from its beginnings, with the final message: Google, that's you.
This Google activation would be presented during Eindhoven's Dutch Design Week, where for nine days the target group can be found en masse.
On top of the fact that the story had to come across well, I enjoyed playing with the fact that the visitors are actually the main characters in the story. This explains the design with the mirrored exterior. As a result, even the activation itself deserves a place as a design object at the DDW.
The entire campaign was well thought out from start to finish, complete with social media planning and recruitment information desk.
