GOOGLE EXPRESS | OPERATION BACKPACK

We partnered with Operation Backpack to provide backpacks and school supplies to disadvantaged kids. We created videos of real elementary school children showing us what's in their backpack and what it means to them. Really sweet, genuine content.

"The line was: 'Every child deserves to be ready for their first day.' And 'Every backpack has a story.' Simple, human, true. It gave Google Express something bigger than delivery — it gave the brand a soul.

Marquee video:

The site:

Every backpack has a story: