Brenda Medina Carmona

Google Soccer Search

/19
sesame st campaign cover

Google Search sought to establish itself as the definitive destination for Mexican soccer fans by showcasing its comprehensive sports features. Drawing from a deep cultural insight – that soccer is inextricably woven into Mexican daily life – we developed a campaign that playfully "hacked" everyday content with soccer-related interruptions. The centerpiece was Google Search's Game Bubble feature, allowing users to pin live match updates while using their phones for other activities. This approach reinforced that fans could access all their soccer needs – before, during, and after matches – directly through Google Search, without requiring additional apps.

Google Search sought to establish itself as the definitive destination for Mexican soccer fans by showcasing its comprehensive sports features. Drawing from a deep cultural insight – that soccer is inextricably woven into Mexican daily life – we developed a campaign that playfully "hacked" everyday content with soccer-related interruptions. The centerpiece was Google Search's Game Bubble feature, allowing users to pin live match updates while using their phones for other activities. This approach reinforced that fans could access all their soccer needs – before, during, and after matches – directly through Google Search, without requiring additional apps.

Client:

Google Mexico

Client:

Google Mexico

My Role:

Associate Creative Director

My Role:

Associate Creative Director

Year:

2019

Year:

2019

Service Provided:

Creative Strategy, Product Marketing, Film Production

Service Provided:

Creative Strategy, Product Marketing, Film Production

Watch Commercial

Watch Commercial

Watch Commercial

Watch Commercial

Watch Commercial

Watch Commercial

app features
app features
app features

The Role & Execution


As creative co-lead, I spearheaded the development and execution of an extensive integrated campaign within a demanding two-month timeline. My responsibilities included concept development, scriptwriting for digital content, production supervision, and art direction across more than 70 print assets plus digital media. I managed client relationships for creative deliverables while leading a 30+ person team of designers and collaborators through an intense rapid-production schedule.


Strategic Implementation


Partnering with iconic celebrities and licensed soccer teams (both local and European leagues), we transformed traditional advertising spaces into creative storytelling opportunities. Our approach strategically "hacked" established media formats:


  • Television programming (including a Sesame Street integration)

  • Traditional commercial spots

  • Digital and out-of-home advertising

  • Hyperlocal advertising using team flags and live scoreboard displays

  • Real-life scenario interventions featuring the Google Search bubble

  • Educational content highlighting product features

Outcome


The campaign achieved nationwide impact through its innovative blend of physical and digital space takeovers. By leveraging local insights and soccer culture, we created engaging educational entertainment that resonated throughout the region, successfully positioning Google Search as the ultimate soccer companion for Mexican fans.

Key Takeaways


As creative lead for Google Search's major product launch in Mexico, I co-directed a 30+ person team to deliver an integrated campaign spanning TV, digital, and out-of-home media within one month. The role demanded both strategic vision and hands-on management, transforming cultural insights into creative executions while coordinating multiple stakeholders including celebrities and sports teams. Successfully balancing client relationships and creative integrity, we achieved nationwide impact through diverse media formats that positioned Google Search as the ultimate soccer companion.