Brazilians love to help. They would stop whatever they are doing to show you the nearest supermarket, the cheapest restaurant and the top rated gym.

So we featured real people on our campaign - Dona Odete, Seu Silva, Jefferson, Jucilene, Leandro, Bia, Mara and many others - and advice our audience: when you don't have a kind person nearby, Google it.

The campaign represented a break in Google's production flow - we shoot real people, with documentary-like scripts and content's strategy guided by social (there were more than 20 films, with different characters, formats and lenght). In just 2 weeks, we doubled the goal of daily active users, consolidating Brazil as the 3rd global market for Google Locals. The campaign lasted 1 month in the open TV, including Soccer World Cup breaks and prime time at TV Globo, reaching more than 35 points of audience (about 25 million people in a single insertion) and beating 30 million views in social networks, with the best retention record in the history of the product.

Project role:
Copywriter, Associate Creative Director