The Google Creative Lab has launched a new campaign focusing on the Chrome browser. The campaign, which is themed “the web is what you make of it,” showcases Chrome working in conjunction with other well-known Google products like Gmail and YouTube. Where past Chrome efforts have dazzled with demonstrations and visualizations based on performance, this campaign takes a more emotional, personal approach. “Dear Sophie” was on USA television during One Tree Hill while “It Gets Better” was run during Glee. “People are doing amazing things with the web, and our new series of films highlights some of these accomplishments, both big and small, serious and fun. The Web is What You Make of It. What would you make?”
An Illinois father uses the web to share memories with his daughter as she grows up.
Click on the image below to play the Dear Sophie video in YouTube (HD)
Beginning with one inspiring video, Dan Savage used the web to create the It Gets Better project, a movement that has generated thousands of uplifting videos that give hope to teens. Click on the image below to play the It Gets Better video in YouTube (HD)
Google will debut a number of new adverts in the coming weeks, launching online campaigns to accompany them. Online ads for Chrome will appear in the form of white boxes with scrolling inspirational phrases like “make yourself heard” and “make a declaration,” “make a blog,” “make an observation.” At the end of each ad is a button that says, “Switch to a new browser. Download Google Chrome.”
The Google Chrome advertising campaign was developed at Google Creative Lab and BBH New York by executive creative directors Calle and Pelle Sjoenell, Robert Wong, copywriter Jeff Johnson, art directors Steve Pack and Caprice Yu, senior producer Calleen Colbum, head of broadcast Lisa Setten, executive producers Sara Matarazzo, Stephanie Diaz-Matos.
Filming for Dear Sophie was produced by creative consultants Henry Joost & Ariel Shulman, Moxie Pictures, with senior producer Melissa Bemis. Music is “Sort Of”, performed by Ingrid Michaelson. Music licensing was by Search Party Music.
Filming for “It Gets Better” was shot by directors Jonathan Dayton and Valerie Faris via Bob Industries, with executive producer TK Knowles. Music, licensed at Search Party Music, is “Doorways”, by Radical Force.