Google
Year in Search

Issue
Gen Z was drifting from Google, favouring newer platforms for answers and inspiration. Our challenge? Remind them that Google Search still knows what’s up, and why it matters.

Idea
We turned Year in Search into a playful, social-first celebration. In record time, we created a quiz-show-style campaign starring some of the UK’s most loved influencers - human and canine. Through a series of quick-fire challenges, they uncovered the weirdest, wildest, most wonderful things the nation Googled in 2022.

Impact
An organic scroll-stopper across Instagram, YouTube, and Twitter that helped reassert Google’s relevance with a Gen Z audience - by making Search feel less like a tool, and more like a time capsule of their world.

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