Experiential
Digital
Interactive
Client
Agency
rehab agency
Release date
Location
Worldwide
What I did
Creative Director
The context
After three months of research with Google into what they call ‘Global Youth’, and particularly their relationship with advertising, the findings were clear: averse to ads and fragmented across social media, Gen-Z is hard to reach, and novelty and innovation are required to break through. Yet this was a real opportunity for brands. Rather than chasing trends informed through proxies, they should seek out enduring patterns of genuine human behaviour in emerging digital ecosystems, taking direction straight from the source.
The approach
‘Hivemind’ is home to a global network of enthusiasts and brands, each bringing a unique perspective and voice to the community. Its creator tools feed imagination, helping people build worlds from the ground up and break down barriers. More than just a shared space, it’s a culture of collaboration, empowering endless collaboration within sub-communities. The platform moves away from the one-to-many advertising model towards a many-to-many one: many minds create experiences for many hearts. The community can offer meaningful feedback at any time, even at the briefing stage, helping campaigns stay relevant from the very start.
The concept received praise from several Google teams and has been handed over to them for funding and development.
