GOOGLE FIBER LAUNCH AT TRAIL OF LIGHTS

CHALLENGE

Introduce Google Fiber to its newest market in Austin, Texas at their annual Zilker Tree lighting as the friendly new neighbor in town and run the activation for 24 consecutive days.

INSIGHT

While the Trail of Lights is one of the most photographed local events, the Zilker Tree is quite isolated from the rest of the event, and is surrounded mostly by local food vendors, yet doesn't have anywhere for families to sit.

SOLUTION

Create a whimsical photo set that transforms Austin into a winter wonderland with custom illustrations of local landmarks on one side, and a lounge on the other side, complete with a holiday Google Doodle made out of lights.


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Hand-drawn illustrations were used to create the custom background.

Hand-drawn illustrations were used to create the custom background.

The over-sized, 3D photo set had a 30' backdrop sprinkled with local businesses and landmarks. A Jackalope, Longhorn and Armadillo helped define three distinct photo vignettes.

The over-sized, 3D photo set had a 30' backdrop sprinkled with local businesses and landmarks. A Jackalope, Longhorn and Armadillo helped define three distinct photo vignettes.

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Families were invited to pick some holiday props, step onto the set, and strike a pose.

Families were invited to pick some holiday props, step onto the set, and strike a pose.

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A winter-themed Google Doodle made out of lights served as the focal point of the winter lounge.

A winter-themed Google Doodle made out of lights served as the focal point of the winter lounge.

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CLIENT:  Google Fiber
AGENCY: Jack Morton
ASSOCIATE CREATIVE DIRECTOR: Natasha Sokulski
DESIGNER: Marin Dearie