Google Pixel 9pro Hanukkah Campaign
Google Pixel is known for its technical capabilities but often misses out on emotional-driven storytelling in its advertising. Due to this, it isn’t seen as the go-to phone for capturing holiday memories. This is especially true for cultural minorities like the Jewish community, where capturing cultural memory is extremely important.
As a Jewish person, I have often been frustrated by how much of holiday advertising in the US is Christmas-centered and only references Hanukkah as either “Christmas, but blue” (if Hanukkah is mentioned at all) or depicts a watered-down stereotype of Jewishness. As I was art directing and writing copy for this campaign, it was important to me to create a culturally appropriate Hanukkah campaign that showcases how the Google Pixel can capture all of the diverse ways Hanukkah celebrations and the memories associated with them can look.
Social Images
Not all Jews are Ashkenazi
When most people in the US (including many Jewish people) think of Hanukkah they think of the traditions or foods associated with the Ashkenazi-American community, which is just one segment of our diverse and vibrant people. I wanted to showcase the Google Pixel 9pro’s camera capabilities while also making sure that Sephardi Jews and Mizrahi Jews got some representation.
Hanukkah-Themed Product Demo and Event
Let the light in
This product demonstration would highlight the Google Pixel 9Pro camera’s ability to handle low lighting and would exist as a part of a Hanukkah sale event in a sectioned-off part of the Google Pixel store where the lighting is kept deliberately low.
On the floor in this area there would be a Hanukkiah (the 9 branch menorah that is specifically used for Hanukkah, the term menorah is actually an umbrella term that can also refer to a 7 branch menorah that is not Hanukkah specific) painted on the ground in glow-in-the-dark paint. Each branch would say “Happy Hanukkah” in different languages that are specific to the Jewish community such as Hebrew, Ladino, Yiddish, etc… acknowledging the diversity within the Jewish community as well as the common themes that exist in all versions of Hanukkah celebrations (like candle lighting and deep fried food for example).
The Google Pixel 9pro would not only take a picture of this Hanukkiah to a high level of fidelity, it would look even better on the phone’s screen than it does in real life.