For Google's largest marketing conference across APAC, they wanted something that was a little less corporate, a little more marketing focused and something with a bit more of that "Google wink". It was a conference for marketers, after all, and how Google could help them take their marketing efforts to the next level vs. other platforms. This work was concepted, copy-written and art directed by myself with the help of other agency creatives who helped lift the craft. I've always said that the best people are a third strategist, suit and creative. Here's a prime example of that in action.
Google Marketing Live (GML) is Google's premier B2B event targeting CMO's and marketing executives. With covid still affecting consumer behaviour, the economy still on the ropes and supply chains disrupted, marketing budgets were being squeezed, minimised or cut altogether. Google's 2023 GML conference would be an event where marketing professionals could learn how Google's tools, driven by AI, could help optimise and maximise marketing budgets in that environment and arm them with the information they need to work with their CFO and CEO to not only protect marketing spend, but ultimately increase it.
Why?
Because with Google's tools, the ultimate thing marketers could help deliver is consumer confidence. Because when consumers have confidence, they make purchase decisions and that affects everyone's bottom line.
So we not only developed the name of GML 2023, THE CONFIDENCE SHIFT, but created the keynote video opening the conference in 11 different countries across APAC. And, of course, with a small budget and limited time, I developed a concept based on the world's 2nd universal language after maths, Emoji. Android emoji, of course.
I crafted a concept that would deliver The Confidence Shift story, which might be considered a bit vanilla, into something interesting. Who said B2B had to be boring?
Click to play the GML Keynote opening video
“Loved it, felt very Googley"
"Really nice way to intro the day and kick things off"
"I thought that was cool, felt very different from the corporate vibe I expected"
While the events are ongoing we've had some fantastic feedback to date. Said the Senior Product Marketing Manager, Ads Marketing APAC, "We've just kicked off our listening sessions with markets but overall, all GML events across the region have been great successes! Strong attendee numbers, and good feedback from clients.".
Our full film was cut down and distributed via online and social channels to promote the event and reach those who could not attend live.
And example of how everything can be creative, not just B2C
Click to see the full film: