Excited on the Inside

Brief

Use Google’s key brand partnerships and cultural moments, led by Oscar Piastri and the Australian Open, to take on Pixel’s biggest challenge. Getting people to actively consider Pixel in a market dominated by an established leader.

Insight

When something becomes the norm, people stop questioning it. Australians aren’t just asleep to other options, they’re sedated by social and cultural conformity. Familiarity feels safe, even when better options exist.

Strategy

Switching phones is not just a technology choice, it is a cultural one. Going against the grain can feel risky. Our role is to reframe that risk as an opportunity and show that choosing something different can lead to something better.