GOOGLE PIXEL 6

Contextual Ads - Idents - AFP - Art Direction- DRUM

In October 2021, the Google Pixel 6 was due to launch and was set to be the best yet with new and improved features like Real Tone; which accurately photographs the beauty of all skin tones. As a brand that stands for Progress and who has an ambition to disrupt a crowded phone market, we helped Google Pixel to partner with and co-fund Channel 4’s latest show – Highlife. The first Black reality TV series in the UK, which follows the lives and loves of a group of ambitious, glamorous young British West Africans all chasing their own idea of success. It represents a different version of Black British culture – one that doesn’t play into negative black stereotypes that are often seen in mainstream media.

The partnership included a bespoke set of TV sponsorship idents which featured top black British comedians, and four bespoke contextual ads featuring the Highlife cast members.

The exclusive deal is one of Channel 4’s biggest ever branded entertainment series and the first time Google has partnered with a broadcaster in this way in the UK.

It became the number one trending topic on Twitter, driving 6,100 social media mentions and more than 47m impressions globally. Resulting in a 6.8% lift in consideration and a 21% lift in unaided awareness.

Awards: Drum Content Awards - Grand Prix, Consumer Products or Services, Best Multi-Channel Content Distribution Strategy and Best Branded Content Strategy/Campaign

Creative Director: Claire Baker