Led by Google's UK consumer marketing director, Graham Bednash, the campaign was developed by global creative agency Droga5 and UK partner Bartle Bogle Hegarty.
The Pixel 2 was launched with a teaser spot "" which featured the many questions asked about smartphones on Google Search.
Following the official announcement of the phone on 4 October, the campaign extended into TV, print, digital, and social (Snapchat, Facebook, Instagram, Twitter, and Pinterest).
The next film, "" was a nod to the company’s general legacy of questioning and innovation.
In this final spot, Google wants users to ask more of their phones. The ad hones in on the phone’s features including its smartphone camera, unlimited photo storage, and the Google Assistant.
The campaign is also aimed at celebrating people who are pushing innovation and questioning the status quo.
In its OOH campaign (which also launches today), for example, Google photographed local influencers, including @authenticallyella, an Irish-Muslim tunnel engineer by day, beauty influencer by night. And @stefaninurdingxx, a female skateboarder who has become an icon in a sport dominated by men.
At Google’s Curiosity Rooms at Selfridges, changemakers in the fashion and arts communities were invited to speak including Adwoa Aboa, the British-Ghanian model and feminist activist, and Riz Ahmed, actor and political rapper.
The OOH campaign is data-driven and contextual in its messaging. It will use location, audience, traffic, and moment-specific data, to dynamically adapt what’s featured.
On Friday evenings, for example, digital billboards in nightlife hotspots ask, "Did my nightlife just get brighter?" showcasing the Pixel 2’s low-light camera.
On London bus lines, digital, geo-targeted side panels will display messages such as "Pixel 2, now at an EE store in Hackney" will display and adjust depending on the neighborhood or particular landmark the bus is passing.
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