Challenge
The goal was to encourage people to use a safe browser, Chrome. Browsers are often perceived as mere utilities, but this challenge presented a unique opportunity. When we shared a description of the Chrome logo design on its anniversary, users began interpreting the logo as a creature, sparking a wave of user-generated content (UGC) that gave Chrome a personality.

Idea
Embracing the brand truth “The web is what you make of it,” we turned this unexpected surge of UGC into a brand activation opportunity. With Japan’s top animators, we created an anime series that showcased Chrome’s security features, breathing life into the Chrome ball.

Result
– Perception of the brand’s safety increased 39%
– Brand love increased more than 35%
Through this “branded dialogue,” we transformed Chrome from an overlooked utility into a beloved brand.