Disruption on a New York scale.
The Google Chromebook is a revolutionary laptop priced to be accessible to anyone. To celebrate the launch, Google staged a takeover of 9 of Times Square’s biggest screens for the Thanksgiving holiday weekend.
A key platform of the “For Everyone” campaign, the event encouraged users to upload their own images along with a “For…” caption and find themselves, their friends, their family or their cat up onscreen.
Each of the 9 locations was a unique format, ratio and size. Part of the challenge was creating a consistent language of animation that could then be customized to take advantage of the different screens. The design had to be flexible enough accommodate both Chromebook messaging and user-submitted content.
Millions of visitors passed through Times Square during those 3 days, website traffic spiked by over 50% and the Chromebook sold out in less than 24 hours.