Google Cloud - Know What Your Data Knows
My Role: Business Associate, then Strategist
My Responsibilities: Business relationship management, creative testing, brand strategy, and production.
Challenge: Google Cloud enables the NCAA to harness the power of its data by aggregating 60+ years of stats to provide real-time game analysis. Eleven was challenged to bring life to this story in a way that captures the passion and excitement of March Madness through a “Show, Don't Tell” product demonstration.
The Result: In this national campaign, we demonstrated the power of Google Cloud by using Stardust (a real-time video ad creation engine) to deliver in-game predictions — resulting in the created world’s first-ever live, predictive TV spots powered by artificial intelligence. We also executed a fully integrated marketing campaign, including print, digital, OOH, video, and social executions.
Accolades:
Cannes Gold Lion — Creative Data. 2018.
Cannes Silver Lion — Digital Craft. 2018.
Campaign of Year, B2B, Gold — Ad Age Small Agency Awards. 2018.
Press:
AdAge (Small Agency Campaign of the Year, B-to-B, Gold: 'Google Cloud')