You Don't Know New York

For Google Maps's first-ever OOH campaign in the US we had to do something bold and attention grabbing, so we did something bold and attention grabbing: tell New Yorkers that they don't know New York, or anything in it... yet. With its first major update in years – adding the 'Explore' feature – we needed to relaunch Google Maps as an app that you use for discovery of new places around you, rather than simply directions. We came upon a simple insight – you don't ever really know a neighborhood, city, or street as well as you could. Even better, we made every billboard uniquely linked to a bespoke list within the Google Maps explore feature, showcasing the places you might not know around the city.