Because this was a global campaign, it was supported with a big media budget. That meant we needed a lot of content to support the media buy. In the end, we created 60-second films, 30-second commercials, 15-second cut downs and 6-second pre-roll versions. Everything and anything.
I miss the days when creatives made nothing but 60-second spots. But things have changed. The media landscape has changed. And that means we have to change how we think as creatives. This campaign was actually concepted with :06 YouTube pre-roll ads in mind. That was a huge part of the media buy. Not ideal, but a fun creative challenge and one we truly embraced. And when done well, it can be really rewarding.
Another big component of this campaign was the brand toolkit we created. They needed a flexible toolkit that could easily speak to the product but also be translated in multiple languages. It also had to scale for any size you could imagine from banner ads to billboards. And like all things Google, it had to be uber simple.
It's no small feat launching a global campaign for a company the size of Google. To see how we brought the entire Google Pay campaign to life, watch the case study below.
Agency: Mono Role: Creative Director Art Director: Brett Lakanen Copywriter: Riley Kane
