Google: GOOGLE CREATIVE SANDBOX 2012 SUMMER OF CREATIVITY

Credits & Description:

Advertiser: GOOGLE GERMANY
Agency: INSGLüCK GESELLSCHAFT FüR MARKENINSZENIERUNG
Category: Viral Film
Film Production: Claire Taube (Mainpicture/Nonogos)
Trade Fair Construction: Balloni (Balloni)
Light Design: Henning Schletter
Stage Built Up: Jan Pfeuffer
Photographer: Markus Mielek
Film Production: Mario Prein (Mainpicture/Nonogos)

Client Brief Or Objective
Google is inviting advertising agencies to the 'Summer of Creativity' in the CREATIVE SANDBOX. To a dialogue about the new opportunities in marketing and an expedition through the Google product world.Google is presenting itself as a partner for agencies and as a door-opener for new ideas, new approaches and new technologies. Along with lectures, demonstrations, networking and partying, there will be an exhibition that brings the Google world to life. The event design is based on the SANDBOX logo – a white room framed by the Google colors. The free space will constantly be reinterpreted.

Implementation
The concept takes the term 'sandbox' literally. Completely in the spirit of Google, the agency creates an inspiring mixture of think-tank, playground and an environment of adventure:−An unpretentious plenum −A wild and crazy creative playground that transports the Google tools and channels out of the virtual and into the real world.−Summer feeling, beach bar and sandy beach for the exchange of ideas, networking and partyingThe guests will have the chance to try out tools, discover new technology, start a dialogue and have fun with Google.

Outcome
Google says '700 creatives who were inspired and motivated to work more closely with Google. Due to the event, the German Creative Agency Team gained even more access to agencies, was asked to present branding opportunities, etc. Resulting in concepts for YouTube, G+ and other Google products … After the event, the agency business gained more momentum, for this region we saw an increase in new business by approximately 10%.'Examples from questionnaire:'The event illustrated how technology sparks creativity, we will start to explore Google's creative opportunities even more''Thank you, dear Google team for a refreshing, mind-opening day.'

Relevancy
The CREATIVE SANDBOX translates Google’s online applications and products into interactive live communication. The central message is 'Take this white playground and fill it with your creativity for the good of your customer!' The typical, creative, colourful and vivacious Google spirit permeates all the activities. The guests can experience an open and inspiring framework that provides space for enjoying the latest technology in a playful manner and links them up with their own creativity. Work and fun combined in a productive manner – just as the Google corporate philosophy envisions them.