Highlife: Changing the narrative of Black Britain and demonstrating Pixel’s values

Essence, OMD UK, Channel 4 and DRUM

Client: Google

Reality shows are the most-watched TV programming in the U.K. But, year after year, the casts look pretty similar.

For the launch of Pixel 6, a phone known for progress, Google saw a chance to change that, joining forces with Channel 4 to create ‘Highlife’ to the narrative of Black Britain. Highlife resonated with a massive audience, cementing Pixel as a product that really embodies our values. It became a No. 1 trending topic driving 6.1k social media mentions and led to 6.8% uplift in consideration, 46% higher perception lift and 20% uplift in unaided awareness.