Android Developer Challenge : Android
In 2019, Google invited Gramafilm to create two films about the Android Developer Challenge (ADC), a competition for app developers making helpful innovations. Winning submissions would receive product support and have their stories showcased at the 2020 Google I/O conference in Mountain View, California. But halfway through the project, the Covid-19 pandemic hit and the conference was cancelled. Overnight, Gramafilm pivoted to create physical and digital content that captured the ADC spirit.
Leading illustrators, journalists and designers working remotely in five different time zones produced an eye-catching zine about the winning apps and the ADC program, as well as Android’s machine learning tools and technology. For the winners and select influencers the live showcase was recreated with branded boxes, featuring the zine along with bespoke, collectable items to enhance each story.
As well as a launch film, Gramafilm created two showcase films by sending recording equipment to developers in the Democratic Republic of the Congo and Germany, capturing their interviews via Google Hangouts. ADC winners also received design and marketing support for their apps. A microsite for the launch film, animated interviews and a digital version of the zine reached a much wider audience. The launch film received seven million views within two weeks and the winning apps were downloaded over 4,000 times. More than 500 print copies of the magazine were sent to 52 countries and 85 boxes arrived in 29 countries, inspiring unboxing posts across social media driven by clear hashtags and call to action messaging.
“The clear and strategic thinking behind every step was visible throughout.”
“Creating something tangible at a time when everyone is turning to digital was such a creative and effective concept.”
“A truly creative solution to Covid-19. Not only did this solution reach the intended target audience, the level of engagement was clearly visible.”