GOOGLE REAL ESTATE AND WORKPLACE SERVICES: ETIQUETTE posters

REWS is an internal Google group (standing for Real Estate and Workplace Services) for which I am the communication team's lead designer. As the account grew, I began to oversee a team of designers and copywriters on various projects such as quarterly bus ads, presentation deck design and cleanup, event collateral, and global internal campaigns. 

In the summer of 2017, the Google Food team within REWS came to us to create a campaign to gently nudge Googlers to not take their perks for granted. Read on, or view the case study video.

Creative Director - Armando Ani, Associate Creative Director - Caroline Cahill Canty, Copywriter - Daniel Ari, Art Director - Jonathan Fang, Video Editors - Andrew Jordan and Calvin Lew

CHALLENGE

Great perks come with great responsibilities—and rules, most of which are unwritten. How do we promote and right behaviors and buy in without finger-wagging?

CReaTIVE SOLUTION

We proposed the most subtle yet irresistible, simple yet unexpected way of delivering some of the most straightforward, awkward, and “do-we-really-need-talk-about-this?” reminders and messages like, “Please don’t bring food home to feed your entire family.”

Through haikus! More than 30 of them, with several different messages from cafeteria conduct to shuttle etiquette.

Then we appealed to Googlers’ inventiveness by asking for their participation in writing the next batch of Google etiquette haiku. In other words, reading (and understanding) Google rules became an active, two-way communication with a core of shared creativity.

RESULTS

This launched in June 2017 in 70 offices across 50 countries worldwide. Micro kitchen operators noticed less of a need to restock snacks because large quantities aren’t being taken in one stop. Usage of scoops and cups for bulk items increased. They also noticed dogs were being kept out of cafes. Several hundred haikus were submitted by Googlers.