For the launch of the Pixel 2, Google Pixel wanted to inspire people to question the smartphone choice that they’re blindly following.

Today, people trust and rely on Google to answer all their burning questions and make life simpler and easier—because we challenged the status quo. We want them to do the same—always desiring to explore a better way. We had a chance to break the stereotypical ideal, without compromises or filters.

With an upcoming launch centered around Valentine’s Day, we needed to find a way to break through.

The Insight - Despite our knowledge on love and sexuality growing everyday, the way we show it in media is filtered through binary lens.

We needed to change that.

How we did it: We built the “Love Your Way” campaign. Pixel inspired people to capture and share what love means to them, rallying celebrities, artists and influencers to lead by example. We used star TV talent from shows challenging norms—Broad City, RuPaul’s Drag Race, but also used smaller influencers that represented humanity across the sexuality spectrum - bi, asexual, and more.

We wanted to show what love really looked like, unfiltered. Yes, we won some awards, but what’s more important was challenging an outdated norm.