Google introduces 'My Gingerbread Creator' for Christmas

16 December 2019

Advertiser: Google
Creative Agency: 72andSunny

72andSunny teamed up with technology and production agencies FINCH and Nakatomi to produce the work.

A new product experience centered on the ubiquitous Gingerbread House will remind Aussie families how Google Nest devices can give them a little extra help and fun in the kitchen this festive season.

Google Nest’s My Gingerbread Creator lets users design, build, and watch their dream gingerbread house digitally come to life, then gives them all the information they need to make that dream a reality.

“When technology, creativity, and production are in the same room, figuring out the same problem together, magic happens. Innovative solutions are brought to life in ways that surprise and delight our audience, and My Gingerbread Creator is no exception to that," Google Brand Studio APAC creative director Tara Mckenty says.

The idea was inspired by understanding what users search for during the festive season, with ‘recipes’ being the most searched for term in December — and searches for “gingerbread house recipes” having the largest year-over-year growth.

Creative agency 72andSunny teamed up with technology and production agencies FINCH and Nakatomi to produce the work.

Simply say, "Hey Google, talk to My Gingerbread Creator" to get started.

Then follow a series of questions to create your own Gingerbread house design. Perhaps you want to live on the beach, or in space; live with a kangaroo or aliens; even add a unicorn horn chimney.

Then learn what ingredients you need to buy for your creation.

And follow along as a family with the instructional video made especially for you, hosted by Aussie chef Anna Polyviou.

The experience is supported by a campaign created by 72andSunny and produced by FINCH, running across TV, digital, outdoor and social.

“We loved working collaboratively with Google to create a new product experience," 72andSunny executive strategy director Ross Berthinussen says.

"We wanted to make something fun that families could enjoy together this Christmas.”

There will also be a partnership with Nine, featuring Masterchef winner, TV personality and YouTube creator Adam Liaw.

These films will run online and in social.

“I love that My Gingerbread Creator helps facilitate a stronger personal relationship between children and parents by harnessing the magic of technology and visual storytelling," Nakatomi co-founder Emad Tahtouh says.

"This project pushed the boundaries of both technical and product from every angle. We're extremely proud of the outcome and the experience of working alongside Google and the entire FINCH team.”

This campaign follows recent work from 72andSunny for Google Nest, Kosciuszko Pale Ale and Byron Bay Brewery, and the announcement of new client partners Infigen and FitSense.

Client: Google Australia
Creative Agency: 72andSunny (Sydney)
Production: FINCH
Technology Company: Nakatomi
Post Production: Atticus
Media agency: PHD and Essence

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