Google – For Google, It’s You

How do you shift sentiment and inspire change in a community's engagement with your company’s recruitment processes and ultimately their experiences once hired?

CTA partnered with Google to pulse check on the perspectives of current Black+ employees of various professional levels and upon defining those experiences set out to tell their stories. Understanding the effectiveness of seeing yourself in the things marketed to you and audience testing empowered the project team to champion the campaign wrapper “For Google, It’s You” (a spin on “It’s the (blank) for me..”). Hearing about these specific journeys proved through testing that there’s power in representation through diversity of storytelling, physical characteristics and the variety of roles held by Black+ individuals.

The 360 campaign included a range of video assets and photography that showed up in a microsite, paid and organic assets, in addition to a delivery of HTML5 display banners.

The art direction built on Google’s well known use of primary colors to create a distinction between the four employee stories selected to hero the campaign. In addition to graphic elements, this color thread carried through into the production of video interviews and thoughtful photography, where our features were dressed in or set in scenes that honored the colors chosen. This created a beautiful mosaic of monochromatic visuals that feel brand forward yet unique to the campaign.