Ami Lewis

Google
Like Only Google Can

Google Home Mini Launch Campaign
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In 2017 smart speaker advertising was oversaturated with the same, soft family lifestyle moments. For the launch of the new Google Home Mini it needed to stand out. We created a fresh, cheeky, culturally-relevant campaign that hit hard on all the amazing stuff this little Google Assistant powered speaker can do. With “Like Only Google Can” as our concept and leading line, we assembled countless eye-catching films that playfully showcased the helpfulness of this device.

Campaign Case Study Film

Films

Using a circular visual style and fun pop culture references, our films announced Mini to the world. Individual films dived into everything from cooking to streaming like only Google Home Mini can.

Anthem - Film

It Gets You -  Film

Cooking - Film

Streaming - Film

Shopping - Film

Santa - Film

Mini Cards

In order to further help consumers better understand what this little speaker can do we crated a deck of cards with a diverse set of example questions. We hired 5 prominent illustrators to create bespoke art for each of the unique queries and Google sent it along with the product.

A circular box filled with cards. The cards are also spread out around the box. The lid reads: Google Home. Mini Cards. A million possibilities. Just ask.A circular mini card box sits next to the Google Home Mini Speaker’s packaging and the cards spread out in the foreground.
One of the many circular Google Home Mini Cards. This example shows the back of the card for 'Hey Google, self destruct' It shows a colorful whimsical illustration of an intricate bomb.One of the many circular Google Home Mini Cards. This example shows the front of the card and it reads 'Hey Google, self destruct.'
One of the many circular Google Home Mini Cards. This example shows the back of the card for 'Hey Google, remember that I put my passport in the underwear drawer.' It shows a colorful whimsical illustration with multiple drawers open with their messy contents.One of the many circular Google Home Mini Cards. This example shows the front of the card and it reads 'Hey Google, remember that I put my passport in the underwear drawer.'
One of the many circular Google Home Mini Cards. This example shows the back of the card with colorful, whimsical illustrations of waffles dancing around a bowl of batter.One of the many circular Google Home Mini Cards. This example shows the front of the card and it reads 'Hey Google, find me a recipe for waffles.'
A set of 9 Mini Cards showing the front and back of the design. The front reads in order from top to right; “Hey Google, talk to Akinator.” “Hey Google, play space Trivia.” Hey Google, soothe me with the sound of rain.” “Hey Google, what are the headlines in Australia today?” Hey Google, broadcast; dinner won’t be hot long!” ‘Hey Google, did the Giants win?” “Hey Google, crystal ball.” “Hey Google, play Family Sports Trivia.” “Hey Google, wake me up to heavy metal music at 6am”
Print Ads
A magazine spread; on the left side a circular gift box on blue background, on the right side of the spread is the Google Home Mini speaker on white background. The two shapes identical in size and position. The headline reads: “Hey Google, remind me to buy a gift for my niece.” A magazine spread; on the left side a bowl of popcorn from above on yellow background, on the right side of the spread is the Google Home Mini speaker on white background. The two shapes identical in size and position. The headline reads: “Hey Google, dim the lights.”
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Los Angeles, Calif. 2023