GOOGLE x SKATEBOARDING / Just Google It
out-of-home (wild posting)
strategist: jacob demchuck
brief: "how would you get people across the globe, in particular teenagers, to start searching the term skateboarding? how can you drive search volume, and an increase in skateboarding participation amongst teenagers?"
to achieve this, we decided to tell people to "Just google it." google is a hub of information, so we used that to our advantage. to get more teenagers to learn about skateboarding and in turn "participate" in skateboarding, we wheat pasted google's interface with copy, that, if typed into a real google search, would prompt people to articles about skateboarding and how-to videos for tricks.