This campaign was years in the making. We worked with Google from the very beginning, before “Ok Google” was finalized as the wake phrase.

At the time, Google was still debating how people should address the product: simply say “Google,” use an entirely different name, or go with “Ok Google.” The “Ok” struck the right balance — friendly and casual, without anthropomorphizing the search engine.

The product itself was evolving daily, much like AI models today. That made developing the campaign a moving target: an idea we came up with one morning could be obsolete the next. Frustrating, yes — but that’s part of being trusted to help build something this early. We wouldn’t have wanted it any other way.

The launch campaign earned a Webby People’s Voice Award — my first.

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Ok Google
30 seconds

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Ok Google
15 seconds

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Ok Google
Online

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Ok Google
Outdoor

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Ok Google
Print



Awards
Webby Awards 2015: People’s Voice Winner for Integrated Campaign
Webby Awards 2015: Official Honoree for Display & Banner Campaign

Credits
Lead Writer: Noel Yeo, Dylan Berg
Lead Designer: Christian Lopez
Writer: Will Tran, Josh Braithwaite, Shachar Aylon
Designer: Maite Albuquerque, Ben Hodgin, Nate Makuch
Creative Technologist: Nick Marx
Creative Director: Claire Morrisey, Gavin Milner
Group Creative Director: Matt Murphy
Agency: 72andSunny
Client: Google