To mark the tenth anniversary of its flagship advertising product AdWords, Google created a film that could be customised to say thank you to each and every one of its advertisers...

The film was directed by PostPanic director Mischa Rozema, and stars a team of enthusiastic boffins from a fictional Google research department. The researchers embark on a series of ambitious experiments to spell out the advertisers' names via swarms of bees, thousands of dominoes and a giant laser projector. Each test meets with disaster though so in the end Google's staff opt to say a simple thank you with words.

Rehabstudio created a system that personalised each film, inserting the individual name of each advertiser into the action. AdWords then sent an email to all its customers globally, inviting them to view their bespoke film via a YouTube channel. Shown top is an example of the film featuring PostPanic, while stills below show how the film was customised to show other names.

Credits:
Agency: AKQA San Francisco
Group creative director: Neil Robinson
Copywriter: Vinit Patel
Production company: PostPanic
Director: Mischa Rozema
Digital creative: Rehabstudio