Google: Year In Search 2016, 2

Credits & Description:

Title: Year In Search 2016
Agency: 72andsunny, Google
Brand: Google
Country: USA
Entrant Company: 72andsunny, Los Angeles
Advertising Agency: 72andsunny, Los Angeles / Google, Mountain View
Production Company: Hecho En 7
Los Angeles
72andsunny, Google Brand Studio, Hecho En 72: 72andsunny, Google Brand Studio, Hecho En 72 (72andsunny, Google Brand Studio, Hecho En 72)
Outcome:
In just two weeks, our film had 30 million views and a 63% increase in shares from last year. An equivalent of 36 years spent looking back at a year nobody wanted to remember. Which turned our film into proof that love was still out there. All you had to do was search for it.
Strategy:
Create an emotional film that recapped the biggest moments of 2016 and inspired a second look at a seemingly dark year.
Synopsis:
Every year, Google's Year in Search film recaps the year's biggest searches. But 2016 left people searching for the good in this year. Our challenge was to create a film that reflected the search data, while celebrating a year most people just wanted to forget.When we looked at the search data, a surprising trend emerged: even in dark moments, there were signs of love. For example, after the Orlando shooting, “blood donation Orlando” trended.Our objective was to use these insights to show the year in a more hopeful light.
Execution:
Our film used the iconic Google Search bar to frame the trending moments of 2016, highlighting acts of humanity, hope and love.The film called for a song that would not only drive the story of our film, but also felt true to the year. We turned to one of the biggest searches in music in 2016: 12-year-old America's Got Talent winner, Grace Vanderwaal and her hit song "Light the Sky."Her performance inspired a feeling of hope through both the highs and lows of the year, helping viewers feel that even in challenging year like 2016, love was still out there.
Relevancy:
For our Google Year in Search 2016 film, we recapped the year’s biggest searches.To help tell our story, we used one of the most searched artists of the year, America’s Got Talent winner Grace Vanderwaal and her song “Light the Sky.”
Campaign Description:
In our campaign, we set out to prove that even in a difficult year, love was still out there. All you had to do was search for it.