Celebrating the Pixel's breakthroughs when it comes to accessibility along with inclusive features like the Real Tone camera that reflects true skin colours, we wanted to demonstrate that Pixel is for everyone.
So we partnered with Canadian actor and MCU star Simu Liu, documenting his triumphant return to Canada after achieving international stardom. We reached our target audience directly and leveraged the multi-lingual actor to show off inclusive features like Real Tone and Live Translate — with the first-ever all-Mandarin ad spot in Canadian TV history.
Inclusivity became the focal point of our Pixel program as we tapped BIPOC creators, Indigenous influencers and people with disabilities to represent every facet of Canada’s cultural mosaic. We specifically chose iPhone users to document the experience of “switching” from iOS to Android to highlight the benefits of Pixel over the iPhone.
We capped off our strategy by engaging with tech and lifestyle media across the country to test the Pixel 6, focused on highlighting features that drove back to Google’s “Helpfulness” USP.
