In the wake of COVID's sharp increase in Asian stigmatization, 90% of small Asian-owned businesses have lost revenue. When Google asked us to craft a campaign for their new Asian-owned badge, which allows businesses to self-identify and stand out on Google Search and Maps, we saw an opportunity to make an impact within this community. By featuring Asian representation both in front of, and behind the camera, we were able to authentically reflect these stories.
We shot on location at each business and our director, Lukas Dong, captured each owner in their natural element.
The insight of demonstrating the pride these businesses have in their heritage during a time when communities were finding self-expression difficult, became our campaign through-line. We aimed to celebrate the people who power these businesses, and how their background is the engine that helps their businesses stand out.
With a hero video featuring six Asian-owned businesses across Los Angeles, we knew that authentic representation would be critical. Our director, director of photography, second assistant director, editor, and photographer, as well as the hair and makeup team were all Asian American.
Simultaneously, we began development and design for assets beyond the :60 hero film to be used across Instagram, Facebook, Twitter, YouTube, and on The Keyword.
Throughout production, we were intentional about including a wide representation of Asian countries and ethnicities.
With the introduction of this function, Google is helping to equalize the market and provide an even playing field for stories from all communities to shine."
Ultimately we delivered an extensive list of assets, including the :60 hero film, several cutdowns, key photography, emails, and an animated video explaining how to add attributes to your Google Business Profile.
Our “Asian-owned” campaign with Google won our second Anthem Award, a Webby Awards initiative that celebrates purpose-driven work.
Hook ACD Hieu Luong on how making Google's “Asian-owned” campaign empowered him to help his community.
We designed, cast, and produced an inclusive and authentic photoshoot for Google Photos using real families and friends – then we refreshed their website.
— Made with Google