A playful, culture-shifting campaign that positioned Google Pixel 3 as a creative tool—inviting the world to play with ideas, perceptions, and the moment, alongside Donald Glover (Childish Gambino).
Overview
Google Pixel 3 entered a crowded smartphone market with strong product innovation but low brand awareness and limited cultural relevance. The goal was to break through by positioning Pixel as a culturally engaged brand and showcasing its AR capabilities in a way that felt authentic, participatory, and scalable.
Creative PRocess
The campaign partnered with Donald Glover (Childish Gambino) to launch an AR Playmoji experience centered on dance and cultural participation. Debuting during the GRAMMYs, the initiative expanded across social-first content, influencer partnerships, and the global #pixeldanceoff challenge.
The creative approach leaned into humor, subversion, and cultural commentary—using playful compositions, unexpected moments, and experiential AR to invite audiences to participate. Social and influencer amplification helped scale the experience globally while maintaining authenticity.
RESULTS
7% increase in traffic to the Google Play Store
18% YoY increase in Pixel-related search volume
223% increase in app downloads
8.9M earned impressions (+318.5% YoY)
The campaign successfully repositioned Pixel 3 as more than a device—establishing it as a culturally relevant brand and demonstrating how participatory, culturally driven creative can deliver meaningful business impact.