GOOGLE 100 Things
Create a storytelling platform that's as useful as the products it promotes
When I came to Google the first time, my personal goal was to find creative ways to get people to think about the company as more than a search engine. So I jumped at the chance to develop a body of content around "100 things you can do on Google besides search." Each of the 100 things consisted of a line of copy describing what you could do, concise instructions on how to do it, and a brief video tutorial. With the content system in place, the 100 things could be remixed and customized to live in many fun places: a five-page ad in Ad Age's Digital Issue, a poster (below), this video campaign produced by WK in Japan, and the end pages of the annual report.