Awaken The Force Within
Google came to 72andSunny with a creative brief from a galaxy far, far away: launch Star Wars biggest film in decades. After many late nights embracing the Force, the idea revealed itself—let fans Awaken the Force across Google with a simple login.
Dark or Light. Choose wisely, you must.
Easter eggs,
everywhere they are.
Naturally, departments (and of course engineers) got excited leading to all sort of easter eggs. Type ‘A long time ago in a galaxy far, far away’ into Google, and your screen transforms into a starry scape with John Williams’ epic score. YouTube sliders became lightsabers, and Google Maps markers turned into TIE Fighters or X-Wings.
Role, Results & Recognition
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Original creative vision and concept for Dark vs. Light taking over the Google ecosystem with your login came from my team. We worked over the course of a year to sell it in to Google, Disney and JJ Abrahams. Shortly after production began I left to work in London at Google overseeing and building a team with Brand Studio. Internal Google product teams continued to execute the vision and concepts we proposed with some lovely additional tweaks along the way but the original ideas largely remained the same thankfully.
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81 countries, 1.62 Billion Media impressions, 1.52 Billion Social Media impressions, a call-out by Jimmy Fallon and this awesome tweet:
“The best thing I’ve done in the internet. Other than meeting my wife.” - @adbrad -
Clio Awards 2016 / Silver in Theatrical Innovation
Clio Awards 2016 / Silver in Digital/Mobile Technique
Clio Awards 2016 / Bronze in Theatrical Digital/Mobile
Cannes Lions 2016 / Silver in Digital Craft: UI
Cannes Lions 2016 / Silver in Digital Craft: Feature Integration
Cannes Lions 2016 / Silver in Mobile: Innovative Technology
Cannes Lions 2016 / Silver in Cyber: Web Service Technology
Cannes Lions 2016 / Bronze in Cyber: Apps
Cannes Lions 2016 / Shortlist in Mobile: Connected Technology
Cannes Lions 2016 / Shortlist in Entertainment: Mobile Brand Experience
Art Directors Club 2016 (ADC) / Silver
One Show 2016 / Silver in UX/UI: Innovation in Mobile UX/UI
One Show 2016 / Silver in Branded Entertainment: Gaming & Mobile - Branded Gaming
One Show 2016 / Merit in Interactive: Websites - Branded Games
One Show 2016 / Merit in Interactive: Innovation in Websites
IAB 2016 / Gold in Mobile Branded Games
ThinkLA 2016 / Nominated in Innovator
AICP Next Awards 2016 / Winner in Website
AICP Next Awards 2016 / Shortlist in Mobile
Webby Awards 2016 / Webby Winner + People's Choice: Advertising - Game or Application
Webby Awards 2016 / Webby Winner + People's Choice: Advertising - Technical Achievement
Webby Awards 2016 / Honoree: Advertising - Media & Entertainment
FWA Site Of The Month
FWA Site Of The Day
FWA Mobile Site Of The Day
Andy Awards 2016 / Finalist in Creative Technology: Mobile
Andy Awards 2016 / Finalist in Creative Technology: Website
Andy Awards 2016 / Finalist in Creative Technology: Gaming