Every now and then, if you’re lucky, you get to work on a project that makes you incredibly proud, and that could actually make a difference. This was one.
With Google Digital Garage, Google provides free digital skills training to anyone in the UK. They have physical stores across the country where people can walk in and get face-to-face training. To help launch the new store in Edinburgh I led a team made up of both Creative Lab and Forever Beta, and we created a whole new brand campaign.
Our insight was that people all across this country have developed a negative mindset towards achieving their goals. Whether it’s because of a lack of skills, opportunity, or time, a large percentage of the British population think they simply can’t do the thing they want to do.
But the fact is, with digital skills training, perhaps they could. And that thing that they haven’t done, can become that thing they haven’t done yet.
We also created a series of OOH executions that hero-ed people’s ‘Yets’ from around Scotland.
But ‘yet’ wasn’t just something to adorn billboards and feature in ads – it was conceived as something that would inform the fabric of Digital Garage.
So, from the interior design of the Garages by Dalziel and Pow, to the literature within the Garage, all the way to the courses themselves, ‘yet’ was at the heart of it all.
The Garage was formally opened by Ruth Davidson, leader of the Scottish Conservative Party. She welcomed Google to the city and emphasized the importance of closing the digital skills gap with a physical training presence as “people-to-people contact removes the fear of technology”.
She ended by saying “projects like these go so far to help restore trust and show that big tech is keen to do the right thing”.
I couldn’t agree more.