You remember the story about 3 apples that have changed our life, don`t you? But what about a blank rectangle which can answer anything? It`s a search bar from Google which has become a part of us. If you want to know something, this perfect search bar always helps you. So, what else does the helper do in the way of technologies nowadays?

Obviously, this search bar is a real star of Google’s newest global campaign which is called «Made By Google.» Also, it has integrated into the Pixel smartphone. It`s an amazing case. The campaign, by agency Droga5, brilliantly uses the fact of the importance of a blank search bar and how it impacts our lives, at the same time, this rectangle transforms into one distinctly smartphone-shaped. That`s why you can watch this direct connection between the two products with your own eyes. Kevin Brady, Droga5 executive creative director, believes that the market of smartphones is free for other players and they are able to break into it. Moreover, the company has one unique characteristic — it`s Google. Is not this enough?

Made By Google. Droga5 Made By Google. Droga5

«Our biggest creative challenge was to introduce people to the Google they know and love in a new format, a phone,» says Brady. «And around the globe, the most recognized connection to Google is the search bar. Sure, they have done so many other amazing things, but this one shape is the clearest and simplest symbol of all the smarts of Google. Once we realized that, and of course noticed that the shape of our phone was also a rectangle, but a very different shape, we had our campaign. It was building on a truly own-able and iconic equity that everyone could relate to and understand.»

Adrienne Hayes, Google’s VP of marketing for mobile and wearable products, says, «The brief to the agency was to help the brand «make people know and love us for our hardware, starting with phones, the same way they know and love us for search, email, maps, and more.»»

Made By Google. Droga5

Made By Google. Droga5

«The campaign launched in six very different markets, so the idea needed to transcended language and resonate with people of all different walks of life. The shape-shifting search bar is a very identifiable mnemonic that tells a visual story and symbolizes our evolution as a company,»says Hayes. «The Google brand is synonymous with software and services and we want our branded hardware to be known as the best way to experience the best of Google, like the Assistant and Photos. So the campaign is a showcase for the hardware and the software, which is what really differentiates the Pixel.»

Droga5 group creative director Alexander Nowak says, «One was the story of «the company you know and love for search and other innovations is making a phone,» which was the shape transformation.» «But search and your phone are also a portal, so we used that shape to also tell a story about those new possibilities a phone from Google creates.»

«The visual elements of the search bar to phone shape are all incredibly universal, easy to understand, and ultimately set the brand apart from other brands. Creating something iconic is something every brand strives to achieve, but Google was ripe for that, and I think the campaign achieved that notion quite well.»

Subscribe to our newsletter. Join to over 200.000 peers