Google Australia and 72andSunny have teamed up for the Australian launch campaign of the first-ever all-Google Pixel phones, the Pixel 6 and the Pixel 6 Pro.
Collaborating with Essence and PHD, the multifaceted campaign targets the nuances specific to the Pixel 6 design, including the mobile-system-on-a-chip, Google Tensor, as well as the Magic Eraser and Material You features.
The campaign combines local and international work, with 72andSunny working on the Australian releases, including two hero films, as well a series of TV and digital video ad spots.
The films are designed to celebrate the individuality and nuances of Australians. This individuality is also emblematic of the Pixel 6, which feature Google’s ‘Real Tone’ development, as a means to overcome the historical racial bias of camera technology.
“Bringing Pixel 6 to Australia is a big moment for us. As the first-ever all-Google phone, it’s unique in its ability to understand and personalise to you,” said Google ANZ’s head of devices and services marketing, Julia Davis.
“The core of the campaign celebrates this with the two local films produced with 72andSunny recognising the individuality of all Australians.
“In particular, our Real Tone film represents an important first step toward creating a camera that accurately represents the beauty of all skin tones.”
72andSunny Australia ECD, Luke Martin, added, “We’re extremely proud of this campaign and honoured to be involved in a launch of this importance.
“In particular, getting the message out into the world, “We all deserve to be seen in our true colours”.”
The campaign launch aligned with the global release of the Pixel 6, which was available for pre-order from 20 October 2021.
Credits
Client: Google Australia
Creative: 72andSunny Australia
Director: Novemba
Production Company: Good Oil
Audio Production: Otis
Media: PHD and Essence
