Thursday evening took place the first edition of the Luxury Creativity Grand Prix organized by CB News. Focus on the winner of the High Innovation, Technology and Future of Luxury category, the welcome campaign in photo fiction for the Google Pixel 8 Pro orchestrated by the Studio Brand Experiences of CMI Media and in collaboration with it, with Vania Halilhodzic, Head of Consumer Marketing Pixel France.
CB News: At a time when attention is a challenge and imposes an ever stronger creative requirement, how does Google Pixel understand the role of advertising creation in its differentiation strategy?
Vania Halilhodzic : Advertising creation is a fundamental pillar of our differentiation strategy. In the current landscape of the smartphones market, where consumer attention is a challenge and where Google Pixel operates as a challenger, distinguishing itself becomes imperative.
At the heart of this strategy lies the strength of a punchy idea. It is no longer a question of listing features, but of creating a captivating narration and by this way to arouse a strong emotion. Our collaboration with her perfectly illustrates this ambition: it aims to reveal the unequaled creative power of the IA camera of Google Pixel. We want to transform the current perception – where all the photos seem to be alike – into a universe of new possibilities and imaginations without limits. This opens the door to a new creative era.
It is precisely by this way, and it alone, that the brand can be built in the long term. By cultivating this creative excellence, we want not only to differentiate ourselves, but also forge a distinct and desirable brand identity, capable of competing with established leaders in the sector.
CB News: What, in the creative proposal of the Brand Experiences Studio Experiences of CMI Media and in the collaboration with it, particularly resonated with the values and objectives of Google Pixel, and how did this Brand Content approach enrich its global communication strategy, both in substance and in form?
Vania Halilhodzic : The exclusive media partnership with CMI Media & it has strongly resonated with the values and objectives of Google Pixel by highlighting the brand’s innovation in a premium and culturally relevant context.
This content strategy has proven to be a major asset for our global communication on several levels. First of all, we bet on an innovative concept: the daring idea to reimagine fashion thanks to the AI of Google Pixel 9 Pro. The very title of the fashion series, “Fashion Extravaganzia: when AI offers new fashionable perspectives, perfectly sums up how artificial intelligence offers new creative perspectives to the fashion industry.
This approach was to illustrate how artificial intelligence can transform photography and creation, thus going beyond established conventions. In addition, this partnership specifically allowed us to target the female audience, perfectly aligning technology with their centers of interest and their aesthetics. Thanks to its advanced AI, Google Pixel has become much more than a simple smartphone, it is a real creative force, capable of reinventing the daily use of the phone. Finally, this collaboration offered us privileged access to exceptional talents, highlighting influential and innovative personalities such as Lous & The Yakuza, our model of the fashion series, Kevin Germanier, the designer of the outfits, as well as the Detroit team with Pierrick Jégou, the production agency IA which accompanied us in this adventure. In short, this campaign with it has brilliantly demonstrated that Google Pixel’s AI can open a world of new possibilities and a creativity without hindrances, thus transforming the perception of the smartphone into a real artistic expression tool.
CB News; What do you think were the most powerful levers in this campaign to capture attention and arouse the commitment of your audience?
Vania Halilhodzic : To capture attention and engage our audience significantly, this campaign has bet on several powerful and complementary levers. First of all, an unprecedented media partnership. Our revolutionary collaboration with her was the spearhead of the campaign. We have created the very first fashion series entirely made with the Google Pixel 9Pro, exploiting the strength of the camera and the Google AI to reinvent the fashion codes and pages. This exclusivity immediately positioned the campaign as a unique and innovative event. Then, visuals that mark the spirits embodying the premium positioning of the brand: the images played a crucial role. Strong visuals, like that of Lous & Yakuza in the middle of giant and dreamlike flowers, have spectacularly demonstrated the extraordinary possibilities offered by the IA camera of Google Pixel. These creations visually transformed expectations, proving that technology could open unexpected doors to creativity. To this is added a digital immersion and maximum visibility since we have extended the partnership by fully operating digital channels and social networks. This made it possible to create an immersive experience for the hearing and ensure maximum visibility of the campaign, making it omnipresent where our audience is. Finally, an integrated and “Full Funnel” approach. From the design, the campaign was thought in an integrated logic and “Full Funnel”. The objective was to guarantee maximum visibility and repeated exposure of the message. This resulted in a version of the campaign on social networks (Meta, Pinterest) and on points of sale with our main distribution partners. This global strategy assured that the message reached the audience at each stage of its purchasing journey.
