Celebrating progress, positivity, and the power of people through music.
What GOOD did
The Pixel phone launch introduced the best smartphone camera to ever hit the market. GOOD created GOODFest as an experience 20-something millennials would find worth capturing, in a way that showcased the low-light quality of the phone. Our primary objectives were: driving positive, mass awareness of Google’s Pixel; engaging viewers via video content and livestreams of GOODFest; and creating cultural resonance on social and through earned media. GOODFest is a celebration of progress, positivity, and the power of people to push the world forward. In five livestreamed shows, we brought together music, community, and technology to raise funds and connect people in the name of good.
The festival came to life in all of two short months. We knew that in order to connect with millennials, we needed something fun, fresh and interactive. GOOD created everything from the brand identity, graphics and website to booking talent, producing the live events and live streaming shows. We honed in on five causes that we knew needed to be recognized in the current time: generosity, humanity, earth, equality and love. Aside from the live shows, we also live streamed the concerts for people to enjoy the party via Facebook, YouTube and the goodfest.live site.
GOODFest traveled to New York, New Orleans, Seattle, Oakland, and Los Angeles. The livestreamed festival included three 2017 Grammy-nominated artists—Solange Knowles, D.R.A.M., and Fantastic Negrito—as well as 2016 breakthrough artists like Glass Animals, Dawn Richard, and Bilal. The Pixel phone was used to capture photos and behind-the-scenes content, including a “Pixel rig” that crowd surfed during the shows. GOODFest aimed to redefine the “benefit” concert by connecting artists and people around causes through music, culture, and technology. While this included some advertising, this was primarily a cultural experience. GOODFest created cultural resonance in a tumultuous, divisive end of the year that left young people feeling concerned about the social issues that matter to them the most. This platform, as presented by Pixel, enabled people to come together to celebrate doing good for the world, while creating experiences, and content, worth capturing.
- 500+ pieces of show collateral
- 9,500,000 total video impressions
- 44,000,000 impressions of Pixel ad creative
- 3 Grammy-nominated artists
- 3 sold out shows, with the Oakland show selling out in 9 minutes
- 150 pieces of earned media
- "Oh, GOODFest is awesome. I watched last night! Can’t wait for the next one." - Oswaldo, bellhop at the Ace NOLA