JENN J LEE

GOOGLE X STAR WARS: “AWAKEN THE FORCE WITHIN”

Since everyone in the world had a partnership with Star Wars we wanted to make sure we stood out allowing everyone to live their fantasy of becoming totally immersed in a galaxy far far away. So, for the first time ever, we had a partnership with Disney to reach across all of Google's platforms infusing the Force and fun Star Wars easter eggs. And, like the film, we made sure to pay homage to the old, while inviting the new generation to join our obsession. People went nuts and four days after launch we had over 10m views!

Accolades

(Listed at the bottom of page)

Credits

Agency: Unit 9
Client: Google + Disney
Collaborators: Alex Spott (), Nuno Ferreria, Matthew Curry, and many more. Please reach out for full list of credits.

CAMPAIGN OVERVIEW

I. CHOOSE YOUR SIDE

Fans could finally choose their allegiance: light or dark, transforming their Google experiences across all platforms (for the first time ever) and on a variety of devices (including tablets, mobile, desktop, and android wear). In order for users to begin, they were able to slide their Gmail avatar to the Light or Dark side.

We launched the site with a film that played as YouTube pre-roll as well as before the film in theaters.

II. LIGHTSABER ESCAPE

We created an immersive two-screen experience that turned phones into lightsabers, allowing you to fight the First Order. The day it launched, we had so much traffic, our site crashed. Results in first 24hrs: 704MM Earned Media Impressions, 35MM Social Impressions, Mentions in 51 Countries

III. JAKKU SPY

Google created a VR Cardboard experience that dropped you in the middle of Jakku.

EASTER EGGS

Google applied easter eggs in a variety of Google products affected by which side (light side or dark side) the user chose.

As an added bonus, Jimmy Fallon gave our project a shout out!

FULL LIST OF ACCOLADES

Clio Awards 2016:
Silver in Theatrical Innovation
Silver in Digital/Mobile Technique
Bronze in Theatrical Digital/Mobile

Cannes Lions 2016:
Silver in Cyber: Apps
Silver in Digital Craft: UI
Silver in Digital Craft: Feature Integration
Silver in Mobile: Innovative Technology
Silver in Cyber: Web Service Technology
Bronze in Cyber: Apps
Shortlist in Mobile: Connected Technology
Shortlist in Entertainment: Mobile Brand Experience

Art Directors Club 2016:
Silver Pencil

One Show 2016:
Silver in UX/UI: Innovation in Mobile UX/UI
Silver in Branded Entertainment: Gaming & Mobile - Branded Gaming
Merit in Interactive: Websites - Branded Games
Merit in Interactive: Innovation in Websites

IAB 2016:
Gold in Mobile Branded Games

AICP Next Awards 2016:
Winner in Website
Shortlist in Mobile

Webby Awards 2016:
Winner + People's Choice: Advertising - Game or Application
Winner + People's Choice: Advertising - Technical Achievement
Honoree: Advertising - Media & Entertainment

FWA:
Site Of The Month
Site Of The Day
Mobile Site Of The Day

Andy Awards 2016:
Finalist in Creative Technology: Mobile
Finalist in Creative Technology: Website
Finalist in Creative Technology: Gaming

SELECTED WORK