• Google

The Playground

An interactive gaming experience like no other, celebrating 25 years of culturally defining moments. This immersive playable canvas is Google's most successful brand activation of all time.

In 2023, Google turned 25. To celebrate, we helped them craft an interactive world where users could search and find 25 of the most searched people, places and moments of the past 25 years — including lots of hidden gems from Google's history. Over 21 weeks, our more than 30 designers and artists populated the most searched playground with thousands of unique, hand-drawn characters, inclusive of all walks of life. We also hid countless surprise and delight experiences so there was always something new to find.

But, the playground wouldn't be complete without hiding the ultimate easter egg — the hidden treasure Taylor Swift hunt! Multiple easter eggs were hidden within the playground that symbolized Taylor's 10 musical eras, which unlocked a scramble of letters leading Swifties to an exclusive website made just for them.

More than 24.3 million users worldwide spent over 1 million hours searching and finding over 85 million trends in the most searched playground. It even spanned from a URL to the IRL — being used as a teaching tool in classrooms. By using Google's birthday to celebrate it's users and what they love, the playground helped Google's Year In Search 2023 campaign break into culture and reach their highest levels of engagement ever.

Play Here :)

Final Frames

The Pitch

World Development

Character Development

Trend Development

Easter Eggs

Client: Google
Directed by: Oddfellows
Executive Creative Direction: Colin Trenter
Executive Producer: Erica Kelly
Creative Direction: Jarratt Moody
Producer: Lisa Edwards
Art Direction: Tim Peacock, Jay Quercia
Design: Caroline Choi, Amy Sun, Pete McDonald, Colin Bigelow, Jordan Cheung, Jiaqi Wang, Kevin Kim, Camily Tsai, Megan Pelto, Jackie Ferrentino, Lina Yu, Esther Moon, Jorge Artola, Yuki Yamada, Loris Allesandria, Joyce Liu
Animation: Jasper Hilgers, Eli Ayres, Melina Poire, Pablo Cuello, Alex Lund
Concept, Illustration, interactive, Brand Activation