To keep up with the Australian habit of shortening regular English words such as Brekkie (for breakfast), Avo (for avocado), and Maccas (for Macdonald’s), Google Australia announced that they would be renaming the website in Australia as ‘Googz’.

They made a video with renowned Aussie Youtuber ‘Draw with Jazza’, explaining the reason behind the change of the name and the logo.
“After months of sketching, mood boarding, foraging and finger painting with leading designer Josiah Brooks, we’re delighted to unveil our new Aussie logo,” the post read.

What’s more, Google also conducted in-depth focus group surveys in pubs, skate parks, and beaches. Google even came up with merchandise such as coffee cups and bags with the new logo. The company Press release featured the Australian headquarters emblazoned with ‘Googz’ on its side!

See it here.

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Ranking Criteria

Entertainment Value – How universally funny, original and clever is the underlying concept? To what extent does it make you laugh, ponder, and make you want to share it with others?

Quality of Execution – How well is the underlying concept presented, what is the level of execution, attention to detail and overall campaign quality?

Opportunistic Absurdity – To what extent does the underlying concept actually capture the seed of a new business idea or potential market offering?

Brand Relevance – To what extent is the underlying concept consistent with, and can help propel the brand essence and market positioning of the company?

Cultural Impact – To what extent can the underlying concept serve to unify and align staff around optimal strategy and culture?