The creative idea was based on the insight that, for many Australians, such security products are most frequently used to check in on their homes and feel connected to the things they love within them – especially as more people are returning to offices and to travel overseas after the pandemic and thus spending more time away from home.
The creative features light-hearted scenarios to show Australians how Google Nest Security products will help them stay in touch with what’s happening in and around their homes.
The campaign, which stars former AFL stars Nick Riewoldt and Eddie Betts, was created in tandem with agency 72andSunny (as well as with Essence and PHD).
It was spearheaded by a pair of spots called ‘Security With Google Smarts On The Nest Cam/Doorbell’ which dropped on 3 May and which runs across digital, social, OOH and TV.
“We are excited to launch the next chapter of our Nest Security campaign which uses the AFL as the creative platform to showcase how our devices help you see whatever is happening in your home or in the backyard – whether it’s a bulldog, magpie or Nick Riewoldt,” said Head of Devices and Services Marketing For Google AUNZ Julia Davis.
72andSunny ANZ Executive Creative Director Luke Martin added: “AFL is a great platform for us to talk about security in a lighthearted way. We see that when we tap into local Australian culture to hero the magic of Google’s products we see a big uplift in results.”
The campaign was created for client Google Australia by a team at creative agency 72andSunny Australia, with production company 13&Co, film studio Vandal, audio production outfit Otis and media agencies PHD and Essence.
This Spring 2022 work builds on Google’s broader partnership with the AFL including 72andSunny and Google’s recent AFL-focused brand-building campaigns.
These included March 2022 such as ‘Google x AFL: Helping You Help Them’ which celebrated the brand’s partnership with the AFL and AFLW through a story of inter-generational hope and connection (a granddaughter reconnecting with her elderly Nan through their shared love of Aussie Rules with help from Google).