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. I wanted to create a Hanukkah campaign to promote Google Pixel to Jewish audiences that isn’t just “Christmas, but blue” or that solely references Ashkenazi-American culture, but rather showcases the ways in which Google Pixel can capture all of the diverse ways Hanukkah celebrations and the memories associated with them can look.
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Hanukkah-Themed Product Demo and Event
The idea behind this execution was to demonstrate how well the Google Pixel 9pro’s camera works in low lighting in a way that fit the Hanukkah theme. This product demonstration 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, Amharic, 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.
