Google Partners Blog: At SXSW, creative agencies partner with Ad Council and YouTube to spark stories for a cause

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At SXSW, creative agencies partner with Ad Council and YouTube to spark stories for a cause

Friday, March 8, 2019

What do Ozzy Osbourne and Prince Charles have in common? A lot, if you're looking at demographics alone; they're both male, born in the same year, and from England. Yet, as has been pointed out many times before, identifiers like age and gender don't give the full picture.
For SXSW, we've partnered with 6 world-class creative agencies to explore how audience signals - beyond demographic data - can enable a spark for better, more relevant storytelling.
Partnering with Ad Council on three causes - empowering girls in STEM, preparing for disasters, and ending hunger - we challenged each agency to each develop two different creatives that would resonate with the intended audience they wanted to engage, from sports fans to technophiles.
The 12 campaigns, showcasing how customized creative can ignite conversations and action around important causes, will debut at SXSW on March 9th.
Check out the full playlist to yt.be/SparkYourStory or dive in more to the story behind the work below.

To Empower Girls in STEM
Research shows that young girls are interested in STEM subjects but get discouraged from pursuing them by outdated stereotypes(1). AMP Agency and Hecho Studios took on the challenge to create ads that would speak to key audiences for She Can STEM and encourage them to empower young women in their lives in STEM.

AMP Agency

While it's often difficult to know what leads a girl down the path to success, AMP Agency recognized that parents and other role models may play the most important role in guiding their futures. A core message unites the two creatives; you can set a young woman's future in motion by clueing into her interests and nourishing her passion for STEM. Watch the ad designed for tech-savvy people.
Watch the ad designed for bargain hunters.

Hecho Studios
To speak to parents of grade schoolers as well as avid readers, Hecho Studios developed an eye-catching showcase of women who have pioneered STEM fields.
Watch the ad designed for parents of grade schoolers.
Watch the ad designed for avid readers.

To Drive Disaster Preparedness
While the thought of preparing for a natural disaster can be overwhelming, developing an emergency plan can save lives. We Are Unlimited and Energy BBDO partnered with Ad Council to inspire more people to develop household disaster plans.

Energy BBDO

Recognizing that pet-lovers tend to watch humourous videos skiwing toward dog content, Energy BBDO created a funny spot featuring a conversation between a dog and owner. For DIYers, Energy BBDO developed high-action creative after seeing how this audience over indexed on action packed videos.
Watch the ad designed for pet lovers.

Watch the ad designed for DIYers who enjoy building things on their own.

We Are Unlimited

Building different executions from a core campaign idea, We Are Unlimited created two day-in-the-life scenarios to show how an average day for stock-market savvy people versus travel buffs could go awry when disaster strikes.
Watch the ad designed for stock-savvy investors.

Watch the ad designed for travel buffs.

To Combat Hunger

Hunger affects one in eight Americans(2), yet many are unaware of the prevalence. For this cause, BBDO and Grey created ads for four key audiences to drive donations to Feeding America.

BBDO

Creating one central concept that depicts the reality of impoverished meals, BBDO tailored the tone and details of the creative executions to speak to each audience.
Watch the ad designed for gamers.

Watch the ad created for outdoor enthusiasts.

Grey

Grey's overarching creative concept spoke to how hunger can hide in plain sight. Each creative execution featured a unique call-to-action to inspire action from that audience.
Watch the ad designed for sports fans.

Watch the ad designed for green living enthusiasts.

View the full playlist from SXSW here.
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(1) Source: https://www.adcouncil.org/Our-Campaigns/Education/Empowering-Girls-in-STEM(2) Citation: Alisha Coleman-Jensen, Matthew P. Rabbitt, Christian A. Gregory, and Anita Singh. 2018. Household Food Security in the United States in 2017, ERR-256, U.S. Department of Agriculture, Economic Research Service

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