The moment an interesting World Cup search trend surfaced, the team leapt into action. From client approvals to translation, artwork to mural painting, the turnaround had to happen in a matter of hours. Torontonians could go to bed after a big game, and by the time they woke up there’d be a freshly painted World Cup trend relevant to their cultural heritage, waiting for them to read, share, and enjoy.

The campaign generated 85 press stories, including Canada’s largest newspaper, The Toronto Star, and was also picked up by CTV, Fast Company, and Strategy Magazine, among other media outlets. Many locals were excited to see such an unconventional approach, tweeting their praise of the work, sharing socially, and generating 2.1 million social impressions over the four-week period of the campaign. In a few short weeks, Google had become one of the locals.