02/03/10 - Gasket Studios was approached last fall by the creative team at AKQA/NY to collaborate on the exciting, character-driven launch campaign for the Google Content Network. Aimed at online advertisers, the campaign unveils and explains the unique advantages of Google Content Network, which allows users to reach more of their target audience, in more places, more often.
Featuring a playful and charming set of characters created by Gasket Studios, the project’s biggest challenge was to capture the attitude and voice of Google. The comprehensive information about the Content Network needed to be communicated in a brand-specific way, known as ‘Googley.’ This gave Gasket a guideline for the characters who needed to be fun, but also smart and accessible. For Gasket, the project also included a very aggressive timeline, just two short months. Provided with AKQA’s rough storyboards and character ideas, Gasket hit the ground running, creating a whole cast of characters as well as new storyboards for the entire 5-spot campaign. The Gasket team had the advantage of previous collaborations with the AKQA organization, so working with the AKQA/NY offices made the creative process smooth and successful. Both Google and AKQA/NY pushed the creative to a very high level, which made this project extremely exciting for the Gasket artists.
