Turning a complex capabilities into a simple reason to believe.
solution
Cultural Readiness
deliverables
Brand Platform
Anthem Video
Decode
Google Safety partners with enterprises and government 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 communicate a clear, memorable value proposition.
Humanize
When it comes to safety, people want to know they'd be safe no matter what they encounter. Google differentiator is adaptability, forged by operating at global scale across every kind of online environment. "Born of the toughest conditions" brings this strength to life, rendering the internet as a complex landscape of emerging threats, solved by Google's 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.