Google Australia launches new campaign for the Pixel 6 and Pixel 6 Pro via 72andSunny, Sydney
Google Australia and 72andSunny, in collaboration with Essence and PHD, have launched a new campaign to introduce Australia to the first-ever all-Google Pixel phones: the Pixel 6 and Pixel 6 Pro.
The core insight directing the campaign is that everyone is unique and multifaceted; understanding and responding to these nuances is at the heart of the Pixel 6 design. Powered by Google Tensor, a mobile system on a chip, Pixel 6 delivers an entirely new smartphone experience. From the camera with features like Magic Eraser, to Android 12 and Material You, your phone can now really be your phone.
The launch campaign integrates globally and locally produced work. The global work, from Wieden+Kennedy, New York, highlights the helpfulness the phone can bring to you every day.
72andSunny created the locally-produced work with two hero films at the centre that illustrate how the design of the phone recognises, respects and responds to Australians. The integrated campaign extends beyonds the hero films to product films across 60”, 30” and 15” TV and digital video, alongside social, radio and outdoor.
Designed to celebrate the individuality and nuances of all Australians and voiced by Meyne Wyatt, the locally-produced brand anthem film highlights that the things that make you who you are, will be what makes the phone unique.
For the second brand film Google partnered with six-time ARIA nominated artist, Genesis Owusu, to show the power of being seen through the lens of his creative process. Pictures are a big part of how we relate to each other and the world around us. Although every person’s skin tone is different, historically racial bias in camera technology has overlooked people of colour. Google’s development of Real Tone in the Pixel camera is a part of Google’s broader Product Inclusion efforts, focusing on building more equitable products that see and highlight all people beautifully and authentically.
Says Julia Davis, head of devices and services marketing, Google AUNZ: “Bringing Pixel 6 to Australia is a big moment for us. As the first-ever all-Google phone, it’s unique in its ability to understand and personalise to you. The core of the campaign celebrates this with the two local films produced with 72andSunny recognising the individuality of all Australians. In particular, our Real Tone film represents an important first step toward creating a camera that accurately represents the beauty of all skin tones.”
Says Luke Martin, ECD, 72andSunny Australia: “We’re extremely proud of this campaign and honoured to be involved in a launch of this importance. In particular, getting the message out into the world, “We all deserve to be seen in our true colours”. Huge thanks to Google and our media and production partners, including Genesis Owusu for collaborating with us on this.”
The campaign launch aligned with the global release of the Pixel 6, which was available for pre-order from 20 October 2021.
Client: Google Australia
Creative: 72andSunny Australia
Director: Novemba
Production Company: Good Oil
Audio Production: Otis
Media: PHD and Essence
6 Comments
Can you say that?
nicely done
Rubbish.
But then all Google work is. Bland nothingness.
How does the design of the phone recognise, respect and respond to Australians differently to say, a Brit or an American?
Don’t they mean the wokest camera?
Bland. Not memorable. Does not build the Pixel brand. Does not make consumers want to choose a Pixel instead of an iPhone.
Bet that the marketing department is high-fiving themselves for their wokeness and the whole thing is heralded as a success internally – nobody could ever dare to say otherwise. Welcome to big tech.