Google: We're In the Business of Ideas
"The job wasn't to make Google Business sound impressive - it was to make it sound like something you could actually use on a Tuesday."
The Challenge
Google's brand equity is overwhelmingly consumer-facing — a household name for search, not a default choice for enterprise infrastructure. The challenge was to maintain the integrity of Google's playful core identity while repositioning its business applications as effective, efficient, time-saving tools that help teams connect so businesses can run more efficiently. The campaign needed to demonstrate, not just claim, that Google's ecosystem functions as a unified operating layer for business — without diluting the brand identity Google has already built with consumers.
The Strategy
Rather than lead with product features, the strategy anchored on Google's core brand promise — a company built for everyone (the human factor), in the business of ideas (the inspiration factor). "The Big Presentation" B2B campaign centered on a high-stakes corporate boardroom pitch, with a playful twist no one sees coming. Real product UI became the connective tissue of the narrative, letting the story 'show rather than tell' featuring contextual copy like Create, Drive, Insights, Present, and Search — without breaking momentum to explain a feature. The result positioned Google Business not as a bundle of separate tools, but as a single, cohesive system professionals can trust when under pressure to deliver.
The Outcome
Recognized as an Ad Forum Editors' Pick, with campaign assets successfully driving traction and brand awareness for Google's business application suite — reinforcing Google Workspace's credibility as an enterprise-grade platform among a business decision-maker audience that proves personality has a place in the boardroom.
