Roger Stighäll
Roger Stighäll
Account Director & Co-Founder at North Kingdom
Stockholm, Sweden
TitleBuild With Chrome
Agency
Campaign Build With Chrome
Advertiser Google
Brand Google Chrome
Date of First Broadcast/Publication
Story

ABOUT THE PROJECT

Build with Chrome is a project that originated from the idea to bring Chrome to a whole new audience by demonstrating the power of the web in a whole new way.

Connecting it to the overall proposition: “the web is what you make of it”, the ambition was to drive browser downloads and demonstrate the benefits of Google Chrome using state of the art technology.

Teaming up with the classic LEGO® brand allowed for the possibility to tap into a broad community of highly engaged users who really know how to push our imagination.

The vision of the project was born. A project where LEGO brick fans of all ages can be part of building anything from famous monuments to their own unique creations in Google Maps.

OUR ROLE

Our responsibility, in close collaboration with M&C Saatchi/Mark, Australia and Google Australia, was to outline, refine and execute the original idea to be able to build with LEGO bricks on Google Maps.

Following our “One Big Brain” methodology, the different stakeholders very much worked together as one big team with very clearly defined areas of responsibilities.

CHALLENGE

We met a few challenges along the road on different levels.

First of all the LEGO community is one of the most engaged communities there is. Meeting their demands of a true LEGO building experience in a virtual environment was one of the first challenges we had to face. Secondly, integrating two very strong brands in a seamless way and make their different core values come to life was also a great challenge. Thirdly, build an interactive building experience that captures the joy that we all have or have had while playing with LEGO bricks in their physical form.

And last but not least, take on the challenge to push the boundaries for WebGL, the interactive realtime 3D standard, and integrate that with the Google Maps technology.

SOLUTION

Our ambition was to create an experience with a minimal threshold that would be intuitive and fluid for all types of audiences and age groups. In order for this to be achieved, it was imperative that the different types of interaction remain relative to the appropriate task at hand. In result, ‘Build with Chrome’ was defined to have two types of modes, Explore and Build, which would help shape the project’s holistic experience.

So… Now you can build with LEGO® bricks using Google Maps as your baseplate. Imagine. Explore. Build online in Chrome!

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