Google: The Better Wishes

Tech giant Google created a digital lantern site to allow users in Taiwan to share the lantern tradition in a more sustainable way, and in doing so, built brand love.

Campaign details

Brand: Google Taiwan Brand owner: Google Lead agency: OMD Taiwan Country: Taiwan Industries: Information technology Media channels: Websites & microsites Budget: Up to 500k

Executive Summary

Lanterns have been recognised as the most beautiful way in the world to send wishes to the gods, and over 500,000 lanterns are sent every year into the sky. But this beautiful tradition comes at a serious cost, including fires and lost lives.