Google For Sport
Introducing the Great Sporting Land to the world.
Introducing the Great Sporting Land to the world.
Google has a reputation for accessibility and helpfulness but many people wouldn't realise some of the extensive cultural initiatives Google undertakes. Great Sporting Land launched as a part of Google Arts & Culture to create accessibility around the history of Australian sport and show Australians that they care about the sporting community.
Google’s Arts & Culture app features more than 11,000 archived images and videos, and more than 100 original sporting stories from partners including the AFL, National Portrait Gallery and Bondi Surf Life Saving.
As Google Arts & Culture prepared for the global launch of Great Sporting Land, Sense was tasked with the challenge to create an experience that accurately captured Google's product magic and everyday helpfulness, while also highlighting local cultural contribution efforts.
Being a global-first initiative, the experience needed to be educational as well as interactive to engage influential business leaders, sporting influencers and key industry stakeholders.
Beyond this, the key objective of raising awareness within the wider public lead to the design being optimised for digital amplification through social sharing and content creation.
Sense designed and created a series of brand experiences that educated attendees on Google’s everyday helpfulness through search, assistant, and YouTube.
Sense achieved this by:
Although a global launch, the experience was highly localised with the personality and tone being very approachable and ‘Aussie’. Throughout the demos, there were real Australian artefacts featured, loaned in partnership with different museums and sporting organisations helping to convey the accessibility Great Sporting Land provides. One such example was the first-ever cricket bat owned by the iconic Australian cricketer, Sir Donald Bradman.
A key feature at the launch was Google’s AI Trainer, one for AFL, one for cricket. These interactive demonstrations showcased Google’s AI Trainer which operates by using artificial intelligence to develop live body maps of the person involved. By analysing the individuals specific body movements, the AI Trainer is able to make recommendations and assist in athletic development.
On the main stage, ex-Australian cricket captain, Steve Waugh also told a number of insightful sporting stories from his experience captaining the side between 1997 to 2004.
The Google for Sport launch achieved:
Media highlights including The Sydney Morning Herald, GQ Australia, The New Daily, Herald Sun & Sky News
Image Credit: Sam Venn
Sense Group Australia Pty Ltd
Sense Group acknowledge the Traditional Owners of the land and waters where we work and live. We celebrate the stories, culture and traditions of all communities who also work and live on this land.