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Big and fast

Google's biggest UK brand campaign of 2020, powered by Redwood. Our intention? To reveal how Google reviews can revive local businesses. The outcome: two TV-ready films created within 11 weeks. We pivot at speed.

A more agile approach

From its summer brief (‘shine a spotlight on how Google helps local business’) to its subsequent TV bow in late October, Dear Local was delivered by our Creative Studio with remarkable speed. By shaping the creative and shooting the films in-house - often simultaneously - we delivered two TVCs and more than 130 supporting assets with more speed and efficiency than a traditional agency model. 

A more authentic style

An authentic local story that feels small and personal enough for social but still hits all the beats of big brand advertising, Dear Local was originally conceived as supporting social content, but Google loved the hero films so much it went on to become one of their biggest campaigns of 2020.

A national platform

An authentic local story that feels small and personal enough for social but still hits all the beats of big brand advertising, Dear Local was originally conceived as supporting social content, but Google loved the hero films so much it went on to become their biggest campaign of 2020.

Then everything changed overnight

After the successful launch of Dear Local, the sudden arrival of a third lockdown changed the national mood in an instant. Google wanted to step back in to help. With no time to reshoot talent, we needed to think fast – again. Could we craft an entirely new message from our existing ads so Dear Local could rise to the moment a second time? By combining repurposed footage with pickup shots and rescripted VO, we quickly and cost-effectively created a new TVC and refreshed paid social campaign. This time with a completely different narrative – helping consumers find up-to-date information about local businesses when they needed it most.

Anthony Joshua for Dear Local

Selection of Dear Local adverts for Facebook

Sheridan Smith for Dear Local

Selection of print ads for Dear Local