Google Maps: You don't know NYC

For Google Maps’s first-ever OOH campaign in the US, we had to do something attention grabbing, so we told New Yorkers that they don’t know New York…yet.

With its first major update in years, adding an “Explore” feature, we needed re-launch Google Maps as an app that you use for discovery of new places around you, rather than simply directions. We then came upon a simple insight: you don’t ever really know any neighborhood, as well as you could. In each neighborhood, we wrote bespoke headlines to specific items in that neighborhood they could know better. Like salad, or art, or dumplings. Even better, we made every billboard uniquely linked to a list within the the Google Maps Explore feature, showcasing the places or things you might not know around the city.