(Integrated Campaign)

This one was years in the making. We started working with the client from the very beginning — before the product was even called Google Assistant, and before “Ok Google” was finalized as the wake phrase.

At the time, Google was debating whether users should simply say “Google,” choose an entirely different name, or stick with “Ok Google.” “Ok” ultimately struck the right balance: friendly and casual without anthropomorphizing the search engine.

Developing the campaign was a constant moving target. The product evolved daily — much like dynamic AI models today — which meant ideas we created one morning could be obsolete the next. Frustrating, yes. But that’s the nature of being trusted to help build something this early. We wouldn’t have wanted it any other way.

The launch campaign earned a Webby People’s Voice Award — my first.

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Ok Google
30s

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Ok Google
15s

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Ok Google
Online

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Ok Google
Outdoor

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Ok Google
Print



Awards
Webby Awards 2015 People's Voice Winner for Integrated Campaign
Webby Awards 2015 Official Honoree for Display & Banner Campaign

Credits
Lead Writer: Noel Yeo, Dylan Berg
Lead Designer: Christian Lopez
Writer: Will Tran, Josh Braithwaite, Shachar Aylon
Designer: Maite Albuquerque, Ben Hodgin, Nate Makuch
Creative Technologist: Nick Marx
Creative Director: Claire Morrisey, Gavin Milner
Group Creative Director: Matt Murphy
Agency: 72andSunny
Client: Google