Google × Samsung
Commercial proof for Google AI.
3M+ viewers across 96 countries. Google’s first global AI case study with Samsung gave its advertising technology international visibility and a concrete commercial reference: a global business using AI to respond to local customer needs. The campaign premiered at Google Marketing Live.
FedEx
An international brand, equipped to work locally.
FedEx needed its message to reach beyond a single media platform and into the everyday lives of its audiences worldwide. One creative platform delivered 350 assets in 10 languages across TV, digital, social and outdoor. Local adaptations retained a coherent global identity, extending the campaign’s usefulness across channels and strengthening FedEx’s international presence.
Danaher
A unifying purpose for a complex science portfolio.
Danaher’s breadth of expertise needed a common point of relevance. Small Blue Dot connected its capabilities with the ambition to improve lives, giving audiences a way to understand the group as a whole. Within the wider healthcare and science work, the strategic purpose was to reinforce reputation and brand value through a clearer expression of expertise.
Salesforce × Formula 1
A customer-technology proposition people can grasp.
Personalisation is an abstract promise until its value is apparent. Salesforce’s role in connecting Formula 1 with fans provided a recognisable application for its technology: more relevant interactions beyond race day. The benefit for Salesforce was a more accessible explanation of what its products enable.
Huawei
Changing what people associate with Huawei.
Huawei wanted to be understood as more than a technology manufacturer. Connecting its infrastructure with access to education, healthcare and economic opportunity gave the business a wider purpose. The campaign supported a shift in brand perception: from the equipment Huawei makes to the progress it enables, with long-term trust as the objective.
Google × McLaren
A practical reason for businesses to choose Android.
For Google, the useful proof was in the workflow: capturing information at the point of action, sharing it across a team and using it to make decisions. Android’s capabilities became relevant to an operational challenge, giving prospective business users more to assess than a feature list.
Bill & Melinda Gates Foundation
Global health on an agenda that could influence change.
At the Qatar World Cup, the Bill & Melinda Gates Foundation needed to capture the attention of 300+ world leaders, influencers and policymakers and encourage commitments to global health. “It Takes a Team” premiered at the semi-finals and was used by Bill Gates and David Beckham at a private convening of health and policy experts and international advocates. The project gave the Foundation a tool for bringing its priorities into a high-level conversation.
Wiley
A research brand with a more inclusive point of view.
Wiley’s Inspiring Minds platform recognised that valuable ideas come from different backgrounds and disciplines. This contribution supported that position with a concrete example, giving Wiley a way to address belonging and originality within the community it serves.
Ford
An emotional anchor for the Ford Focus launch.
Ford wanted the new Focus to stand for more than product specifications. Personal freedom and independence gave the car a role people could recognise in their own lives. Within the wider My Focus campaign, this was part of a people-first launch experience that continued across digital and social, connecting the launch message with everyday customer value.
NINR
A clearer case for the scope of nursing research.
NINR needed audiences to understand why recovery depends on more than clinical treatment. Social circumstances supplied the wider context, connecting a complex research priority with its human importance. The communication supported awareness of the institute’s expertise and the range of factors its research addresses.
Google × Discovery+
Subscriber growth at a lower acquisition cost.
Discovery+ grew subscriptions and reduced customer acquisition costs with Google’s automated advertising. Those outcomes gave Google a direct answer to a commercial question: what does automation deliver? Growth and efficiency led the proposition, with technology explaining how they were achieved.
Qualcomm × WIRED
Turning engineering capability into brand value.
Qualcomm’s technology can be difficult to distinguish when its contribution sits behind the products people use. Connecting its expertise with demanding real-world performance made that value easier to understand. The business purpose was a stronger association between Qualcomm and the innovation it enables, beyond an audience already familiar with its technology.
Braun
A reason to engage beyond the product specification.
Braun’s “What Matters” campaign connected the brand with the values of its intended audience. It contributed to a position broader than a list of features, giving customers a more personal reason to engage with Braun and consider its products.
Huawei
Making technical expertise a reason to value the business.
The breadth of Huawei’s research can make its relevance difficult to explain. Linking innovation with practical applications gave audiences a clearer understanding of what that expertise contributes. The strategic value was a more coherent proposition for a business whose capabilities extend well beyond individual devices.
Google News Initiative
An abstract programme made easier to evaluate.
Google News Initiative gained a specific reference for explaining its Digital Growth Programme to independent publishers. The offer could be considered in a recognisable business context, reducing the distance between a global programme description and the needs of an individual news organisation.
Clarivate
Reputation built around the people advancing research.
Clarivate’s work linked its expertise with the contribution of women researchers and the importance of diverse perspectives. In a competitive science and healthcare sector, that gave its reputation a more specific foundation: recognition of the community behind scientific progress, alongside the knowledge and capabilities the business provides.
Danaher
A sharper position as a global science and technology leader.
“Innovation at the Speed of Life” supported Danaher’s repositioning by connecting scientific capability with its practical value—from discovery to therapies reaching patients. The group gained a coherent way to communicate its expertise, making a complex portfolio more understandable and relevant in a competitive global sector.
Google × McLaren
An enterprise browser with an operational business case.
Secure, reliable access to information matters when teams depend on multiple applications under pressure. Google Chrome’s value was framed around that requirement. The resulting proposition connected browser choice with the way a business works, rather than treating it as an isolated IT decision.
WIRED × Empirical Spirits
A distinctive position in a crowded spirits category.
Empirical Spirits competes through an approach to flavour that challenges familiar categories. Its experimentation with ingredients and processes gave the brand a clear basis for differentiation. That distinction supplied a reason for customers to consider an unfamiliar product, rather than judge it against conventional spirits alone.
Ford
A launch proposition broad enough for different customers.
Ford Focus customers have different ambitions and priorities. The My Focus campaign made room for that diversity within one product position: a car that supports the life its owner wants to lead. Gabi’s contribution added to the range of customer perspectives available across the launch and subsequent digital activity.
NINR
Health equity as a clear institutional priority.
NINR’s focus on maternal health equity needed an explanation accessible beyond a specialist research audience. Connecting unequal conditions with the need for fairer outcomes gave that priority a public rationale. The project supported awareness of the institute’s work and why this area of research matters.
Google × Sanmina
A business case built on existing assets.
Lower maintenance demands, better operational efficiency and longer equipment life: Sanmina’s use of ChromeOS Flex gave Google a practical case for adoption. The proposition addressed a familiar investment decision—how to improve operations while getting more value from technology already in place.
Wiley
Purpose alongside expertise.
Wiley’s Inspiring Minds series gave its brand space to recognise the motivations behind research, alongside academic achievement. This entry contributed another perspective to that platform, reinforcing a position concerned with the people who advance knowledge as well as the knowledge itself.
Japanese Cabinet Office
A national innovation message with economic relevance.
The Japanese Cabinet Office needed international audiences to recognise Japan’s contribution to solving shared challenges. AI applied to infrastructure connected its technical expertise with a practical need: anticipating failures and informing maintenance decisions. That gave Japan’s innovation credentials a concrete role in supporting its wider diplomatic and economic objectives.
Huawei
A stronger foundation for confidence in Huawei.
Sustained research and investment in intellectual property gave substance to Huawei’s claim to innovation. Explaining that depth of expertise supported a broader reputation objective: building understanding and trust in the company’s contribution to technological progress. The emphasis was on the capability behind the products, rather than another product promise.
Google News Initiative
Regional relevance for a global offer.
Google News Initiative’s Digital Growth Programme was placed in the context of an established regional publisher. That widened the offer’s relevance beyond an abstract view of digital publishing, giving regional news businesses a closer point of comparison when assessing the programme.
Ford
One product message across the launch and beyond.
Ford’s challenge was to carry a personal, grounded view of the new Focus across different touchpoints. Giorgio’s contribution formed part of the same customer-led platform used at the launch and across digital and social. The brand could maintain a coherent proposition while expressing it through different customer priorities.
Braun
A recognisable position across a wider campaign.
“What Matters” gave Braun a central idea that could carry across different executions. The business value was consistency: each contribution reinforced the same brand proposition while offering another point of connection with its audience.
Google News Initiative
Another point of reference for publisher consideration.
Mundiario extended the range of organisations represented in Google’s Digital Growth Programme communications. Alongside the other publisher examples, it gave the offer a broader set of reference points, supporting relevance across a varied news sector.
Ford
Customer relevance that outlasted launch day.
Ford’s My Focus work began as an emotional centrepiece of the new car’s launch, then extended across digital and social to broaden reach. Kelly’s contribution belonged to that continuing platform. The commercial rationale was continuity: keeping the car connected to the lives and goals of customers after the initial reveal.
Huawei
A place in the wider story of technological progress.
Huawei’s innovation message needed to account for an interconnected global industry. Research, intellectual property and shared knowledge provided that context. The project supported the wider campaign’s repositioning of Huawei as an enabler of progress, with a consistent purpose-led message carried across international channels.
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