Google Maps: You Don't Know New York by Anomaly

For Google Maps’s first-ever OOH campaign in the US, the company had to do something bold and attention grabbing, so they told New Yorkers that they don’t know New York, or anything in it… yet.

With Maps first major update in years, adding an 'Explore' feature, the re-launch of Google Maps makes it an app that you use for discovery of new places around you, rather than simply directions. The campaign was founded on a simple insight: you don’t ever really know any neighborhood, city, or street, as well as you could.

By telling people they didn't know their neighborhood, food, or drinks as well as they think, the campaign poses a challenge to the consumer to open the app. Even better, every billboard in our campaign uniquely links to a bespoke list within the new Google Maps Explore feature, showcasing the places you might not know around the city, and deep-linking them to directly exploring each list.