Immersive OOH Campaign

Executive Summary

To connect with Gen Z in a way that felt authentic, bold, and rooted in fashion, Google partnered with PXP and NPARALLEL + Atomic Props to create the “Find That Thing” campaign for Google Lens. The result? A tactile, award-winning OOH activation that transformed everyday spaces into interactive fashion moments. From fur-covered wallscapes to crochet-inspired bus shelters, each build brought Google Lens to life by showing how a simple scan could help users identify and shop trending styles.

The campaign not only engaged Gen Z but also earned some of the industry’s highest honors, including a Gold OBIE Award, Silver Clio, D&AD Award, and Andy Award.

Business Challenge

Google needed to increase awareness and adoption of Google Lens among Gen Z—a digital-native audience that values individuality, self-expression, and style. While Lens was a powerful tool, many in the demographic didn’t fully understand its potential or how it fit into their everyday lives.

The challenge was multifaceted:

Cultural Relevance: Speak directly to Gen Z through their love of fashion and trends.
Functionality Demonstration: Move beyond telling what Google Lens does—show it in action.
Visual Standout: Break through the noise of crowded cityscapes and OOH advertising clutter.
Tactile Engagement: Create physical moments that would spark curiosity and invite interaction.

Goals & Objectives

Engage Gen Z: Develop a campaign that resonates with fashion-forward, tech-savvy consumers.

Boost Awareness: Elevate Google Lens visibility in everyday environments.

Drive Usage: Encourage audiences to pull out their phones, scan the ads, and experience Lens firsthand.

Deliver Creative Excellence: Push the boundaries of OOH with tactile builds worthy of industry recognition.

Our Solution

We approached the “Find That Thing” campaign with the goal of making Google Lens tangible. Instead of flat advertising, we built physical installations using real fabrics and materials tied to Gen Z fashion trends. Each execution acted as both art and demonstration—showing exactly how Google Lens could bridge the gap between inspiration and action.

Design & Concept

Our design team collaborated with PXP to craft placements that combined bold typography, real-world textures, and scannable moments. Every detail was intentional, designed to capture the spirit of Gen Z style while staying true to Google’s clean, modern brand.

Fabrication

We fabricated tactile elements that could withstand the rigors of outdoor installation while maintaining visual integrity.

Highlights included:

Fur-Covered Wallscapes that turned city walls into oversized statement pieces.
Hand-Cut Fabric Letters that showcased bold textures and craftsmanship.
Bus Shelter Inserts layered with fur, pearls, and granny-square blankets—objects people could touch and instantly connect with fashion trends.

Integration

Each build was strategically placed in high-traffic urban areas, transforming billboards, wallscapes, and transit shelters into interactive brand encounters. The tactile materials invited curiosity, and once scanned with Google Lens, users discovered real-time shopping results for products inspired by the textures.

Results

The “Find That Thing” campaign quickly became a creative benchmark in experiential OOH. The tactile builds captured attention in crowded cityscapes, inviting people to stop, touch, and scan the installations with Google Lens. This direct engagement transformed passive viewers into active participants, allowing them to experience the product’s functionality in real time.

By tapping into Gen Z’s passion for fashion, the campaign resonated culturally while driving awareness and usage of Google Lens. Its impact was further validated on a global stage, earning top honors including a Gold OBIE Award, Silver Clio Award, D&AD Award, and Andy Award.

Unlike traditional OOH campaigns, “Find That Thing” transformed static media into tactile, interactive experiences that turned everyday advertising into moments of discovery. By blending creativity, craftsmanship, and technology, the campaign not only cemented its place as a brand success and industry standout but also proved the power of experiential marketing to turn vision into reality.