Challenge

Google Fiber had a problem: broadband in the U.S. is boring at best, infuriating at worst. People know they need it, but frustration with ISPs had made internet service a dreaded utility rather than a brand people loved. How do you make fast internet feel human again?

Insight

People don’t just want speed; they want connection. And connection is emotional — not just functional. Internet is how we play, learn, create, and communicate. If Google Fiber could own the joy of internet, it could stand out from the sea of generic ISPs.

Idea

We relaunched Google Fiber as a brand that reminded people why they loved the internet in the first place by stripping away all the things that have dragged it down to just deliver what we’ve all been promised: internet that is pure, purposeful, and playfully human.

By leaning into humor and honesty, we were able to show Google Fiber as fast, reliable, and human with in-store, OOH, digital and social ads. We also produced short films and interactive web experiences that dramatized “connection moments,” from gaming sessions to video calls with grandparents.

Live Action Spots

As an extension to our colorful rebrand, we created a series of live action spots that flipped common internet issues on their heads. Instead of complaining about lag time, surprise billing, and slow internet, our cast of characters found themselves frustrated by the exact opposite.

The work brought to life how internet this good may take some getting used to.

Impact

Social engagement was up 250% during launch week, and the campaign generated new customer sign-ups at a rate 30% above projection in launch markets.