Evolving the way Googlers think about packaging waste

The client: Google is, well, Google. Enormous, worldwide, and at the cutting edge of pretty much everything. It was in that spirit that they wanted to implement a program eliminating all disposable packaging used in their Googler food service program, as well as issue a challenge to innovators to design reusable packaging and utensils that could be implemented across Google campuses worldwide.

The ask: The initiative was kicked off with a launch video that served both as the internal comms piece and the external challenge. This would push to a landing page outlining the internal program and an official RFP portal.

The approach: Google’s internal audience had a sense of the problem of single-use plastics, but not the scale; and their external audience needed to be aware of the call for proposals. The client team wanted to reach both these groups with one piece of comms, while being extremely conscious about avoiding making something that had an air of greenwashing about it. The end result was a video that connected to everyone on a human level with a touch of humor, optimism, and Google’s signature fearlessness.