Line Dancing

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AUCKLAND, Thursday: Following the success of last year’s Google Rethink The Mix campaign, the brand is inviting marketers to Rethink the Line, via a sharp, simple campaign created by Sydney agency The Hallway.

The campaign, which runs across New Zealand and Australia, is spearheaded by a video that tells the story of ‘The Line’ in animation and is complemented by a collection of shorter videos and banner executions that focus on specific Think with Google research findings.

Sydney-based Mark Wheeler, who’s head of YouTube and large customer ads marketing, said: “The Line has been part of communication channel planning for a long time, but the arrival of digital media – the birth of a new line, in a sense – saw the field become more complex.

“Cut to today and we see marketing paths to purchase that are more varied and complex than ever. As a result, when thinking about marketing plans, there’s a need to move beyond traditional thinking and focus instead on the line that really matters, which is the journeys customers are actually on.”

“We had great fun putting the line at the heart of the story and seeing where it took us.”

The Hallway ECD Simon Lee said: “The Think with Google brand lends itself beautifully to simple playful execution. We had great fun putting the line at the heart of the story and seeing where it took us.

Rethink is a future-focussed platform designed to challenge traditional marketing principles and advocate for curiosity, inclusivity and local relevance in the pursuit of better media and marketing practice.”

It’s running on digital display, trade media, YouTube pre-roll, Linkedin video and carousels, and Google’s owned channels.

Visit Rethink the Line on the Think with Google website to find out more.


Client: Google Australia and New Zealand
Head of YouTube and Large Customer Ads Marketing AUNZ: Mark Wheeler
Product Marketing Lead: Kira Walter
Marketing Specialist: Melody Brass
Creative: The Hallway
Animation: Limehouse
Sound & Music: Uncanny Valley

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