Turning complex capabilites into a simple positioning.
solution
Cultural Readiness
deliverables
Brand platform
Anthem video
Decode
Google Safety partners with enterprise and government organizations to help them tackle complex security challenges. Rather than explaining its myriad tools, teams and expertise, which would bury an already-overwhelmed audience in detail, they needed to offer a clear, memorable reason to believe.
Humanize
When it comes to safety, people want to know they'd be safe no matter what they encounter. Google's differentiator is adaptability, forged by operating at global scale across every kind of online environment. "Born of the toughest conditions" brought this strength to life, rendering the internet as a complex landscape of emerging threats, solved by Google teams.
Activate
Brand platform
A strategic proposition that replaced complex explanations with a single, memorable brand truth.
Anthem film
Using an abstract and distinctive 3D visual language to express the inner complexity of the internet and Google Safety's expertise within it.
Social asset suite
Five-second cuts and a suite of imagery extending the platform across channels.