Google challenges above and below the line marketing in new work from The Hallway

Google has released a new campaign via The Hallway aimed at marketers called ‘Rethink the Line’.

The campaign seeks to challenge the concept of above-the-line and below-the-line campaigns.

The 47-second spot uses minimalistic animation to show a line transforming into various things such as people, a television, and a phone.

The campaign follows last year’s ‘Rethink The Mix’ campaign, which was also created by The Hallway.

Mark Wheeler, head of YouTube and large customer ads marketing at Google, said: “The Line has been part of communication channel planning for a long time, but the arrival of digital media – the birth of a new line, in a sense – saw the field become more complex.

“Cut to today and we see marketing paths to purchase that are more varied and complex than ever. As a result, when thinking about marketing plans, there’s a need to move beyond traditional thinking and focus instead on the line that really matters, which is the journeys customers are actually on.”

Simon Lee, ECD and partner at The Hallway, added: “The Think with Google brand lends itself beautifully to simple playful execution. We had great fun putting the line at the heart of the story and seeing where it took us.”

The campaign will be on digital display, trade media (including Mumbrella), Media-i, YouTube pre-roll, Linkedin video and carousels, and Google’s owned channels.

The Hallway was first appointed by Google in October 2014.

Other recent campaigns by The Hallways include work for Dexus.

The Hallway’s other clients include ANZ, Binge, Kmart, and Tourism Fiji.

Client: Google Australia
Head of YouTube and Large Customer Ads Marketing AUNZ: Mark Wheeler
Product Marketing Lead: Kira Walter
Marketing Specialist: Melody Brass

Creative: The Hallway
Animation: Limehouse
Sound & Music: Uncanny Valley


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