Google Embeds Itself in NYC With Some Delightful Site-Specific Outdoor Ads

72andSunny searches the city

Headshot of Tim Nudd

Google has been running a lovely ad campaign promoting its rebranded mobile app. But some of the best executions have been pretty hard to find—because they’ve been woven into the fabric of New York City.

72andSunny created the wonderfully site-specific ads below, working with a variety of organizations and proprietors to bring little mini-installations to life. While the reach is probably fairly low, the playful factor is high—and it’s great to see a giant company doing such joyfully detailed work on the ground.

“Google search has always been about inspiring curiosity and enabling discovery,” a Google rep tells AdFreak. “This is the inspiration behind encouraging New Yorkers to re-look at familiar landmarks—both big and small—in a new light. By pairing interesting questions with visually intriguing placements we hoped to cut through all the sights and sounds of the city that compete for attention.”

She adds: “Our outdoor campaign aims to spark curiosity about the breadth and depth of New York, and the types of information you can ask of the Google app. Where possible we tried to make the work feel as natural to the environment as possible—from custom bowling balls in Brooklyn Bowl to cappuccino cups in Cafe Reggio.”

@nudd Tim Nudd is a former creative editor of Adweek.