Google – This Is Family

Families come in all shapes, sizes and constructs. Whether it's the family you're born into or the family you make on your own terms, family is defined by love.

Screen+Shot+2019-04-08+at+12.43.22+PM.png.jpg — AWARDS

#ThisIsFamily by Google and Firewood Marketing, has been selected as an honorable mention in the Creativity category as part of the 2019 World Changing Ideas Awards.
The campaign was featured on fastcompany.com on April 8 and appeared in the 2019 May issue as well.

Collaborating with a cross-functional internal team, and Illustrator @HeyRooney, this award winning campaign added a new chapter to Google’s Pixel "Question Your Lens" campaign.

Celebrating non-traditional families and chosen families, #ThisIsFamily was an honest but hopeful response to a devastating year for LGBTQ+ progress.

It challenged us to question the heteronormative lens through which we think about family – and consider the experiences of families who look different than ours.

Because no matter how you came to find “home” in each other – the joy of being loved and accepted is universal.

The campaign was a creative embodiment of one of Google’s most admirable brand pillars: “Build for everyone.”

Instead of “rainbow washing” their messaging, we leveraged the brand to expand conversations on inclusivity and intersectionality—bravely acknowledging the ongoing struggle for equality.

Screen Shot 2019-08-26 at 8.06.54 PM.png — Google’s highest-performing Instagram post

Shortly after its publication, a carousel post featuring the campaign became Google’s **highest-performing** Instagram post at the time. (*June 25, 2018*)

From T-shirts and full-scale parade floats to social media content and stickers, the campaign spanned multiple platforms and six languages, focused on creating a sense of belonging and community, and sought to redefine what it means to be connected.

Within eight weeks, the campaign generated 2.5M video views, 833K site visits, and 600K social interactions.