During the historic ICC Women’s World Cup 2025, we partnered with Google to deliver a multi-product, multi-platform creative ecosystem that embedded Google’s technology meaningfully into one of the country’s biggest cultural moments. Across AI, hardware and platform experiences, each campaign demonstrated how Google showed up not just around the tournament, but within the way fans experienced it.
Google Gemini: An AI Companion for Every Kind of Cricket Fan
Cricket fandom isn’t one-size-fits-all - some fans analyse every stat, others live for the emotion of each over. Google Gemini’s World Cup campaign celebrated this spectrum by positioning Gemini AI as the perfect companion for every type of fan.
We created a series of three films that reflected different fan mindsets, showing Gemini seamlessly shifting from tactical match insights to celebratory banter and off-the-field moments. Product capabilities such as Gemini Live, Gems and Gemini Voice were woven naturally into fan behaviour, reinforcing Gemini’s role as an intuitive, real-time AI companion that adapts to how fans think, feel and follow the game.
Google Pixel: From Product Visibility to Cultural Participation
Pixel’s campaign was designed to speak to deeply immersed cricket audiences - not through conventional, specs-led messaging, but by embedding the device directly into the culture of the tournament.
We developed a series of contextual product films tailored for cricket viewing moments, positioning Pixel as the phone that lives inside the game - on the sidelines, in the stands, and in the moments fans and players instinctively reach to capture. The films focused on usage and presence rather than polished outputs, allowing the product to feel natural and lived-in.
This also culminated in a now-viral print execution that flipped traditional camera advertising. Instead of showcasing the photo taken on a Pixel, the ad featured a photo of a Pixel being used - echoing a real, widely shared post-match moment when Jemimah Rodrigues’ team selfie prominently featured a Google Pixel. Instantly recognisable by its camera bump, the image felt organic and culturally resonant, positioning Pixel as part of the moment rather than a commentator on it.
Android: Turning Technology into a Live, Real-Time Cheerleader
Android’s activation transformed a familiar brand asset into a piece of live, technology-led creativity.
We brought the iconic Android bot to life as a real-time cheerleader that responded instantly to every boundary across broadcast, social and in-stadium environments. Triggered live whenever a four or six was hit, the bot converted Android from a static brand presence into an active participant in the game.
Through country-specific animations, broadcast L-bands, stadium screen takeovers, and social stories, the Android bot demonstrated how technology, data triggers and creative execution can combine to elevate the fan experience - owning the most electric moments of live sport at scale.
