Google Play launched as the entertainment hub for Android users, offering apps, games, music, movies, TV, books, and editorial content in a competitive market. The campaign centered on the Google Play icon, symbolizing both a unified UI and a gateway to diverse content.

Brand guidelines established a globally adaptable, playful system, while OOH and transit ads used repetition, bold color blocking, and tailored copy to reflect talent and personalities. Editorial content deepened audience engagement with curated libraries matching moods and emotions, culminating in vibrant year-end illustrations created in collaboration with Hugo & Marie.