Google Ads Japan Video
The differences between Google Ads campaigns are explained in an engaging video for the Japanese market.
- Japanese Market
- Campaign Explainer
- Art Direction & Animation
For marketers that are more used to offline advertising, getting your head around what digital can do is a challenge. To help Japanese brands understand which Google Ads campaign was right for their situation, we worked with Google Japan to create a two minute animation that clearly and simply explained the differences and purposes of key campaign types.
Designed for the Google Ads Japan landing page, the video needed to help provide audiences with more confidence in running Google Ads campaigns and therefore support the growth of sign-ups on the site. For a large market like Japan, any increase in the number of clients has the potential to significantly increase the amount of marketing spend going to Google.
We collaborated closely with the Google Japan team, on an english script, art direction style, storyboard and animation. We then worked with a localisation partner who supported us in the Japanese translation and subsequent voice-over recording.
Evolution
- Simple Symbolism
- Flowing Motion
- Effective Iconography
Colour explorations
Storyboard sketches
Further storyboarding
Making It Simple
- Clarity Of Message
- Basic Structure
- Supportive Imagery
With a large amount of quite abstract concepts to communicate, we had to balance what the images and animation could bring to the story with a simplified voice-over.
Lines and solids
By illustrating hands with simple lines we could make the visuals on the devices underneath easier to ‘read’.
Mixing in iconography
Wherever possible simple iconography helped us shortcut what the voice-over could explain in depth.
Use of colour
With a restrained palette we used colour to focus attention in the frame.
Video
- Japanese Only
- Style Derivation
- Product Video
Designed for the Google Ads Japan landing page, our short animated video provides audiences with information around selecting and running the right Google Ads campaign for their needs.
With a large amount of quite abstract and subtle concepts to communicate, we chose a simple hand-crafted style that could be focused while remaining relaxed.
