Case Study - Integrated Campaign

Google - Ghedh

Speculative concept created for Google - not a commissioned or produced campaign.

Most national anthems, sung with pride for generations, carry lyrics rooted in war and conquest. Ghedh takes one peaceful line from every national anthem in the world and weaves them into a single new song - an international anthem anyone can sing.

Client - Google Role - Art Director & Co-Creator Category - Integrated Campaign

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The challenge

How do you talk about unity without sounding like a slogan? The brief called for an idea built on real cultural material, not a generic peace message.

The idea

Rewrite collective identity in the language it already uses - anthem lyrics - by selecting the least violent, most human line from every country’s anthem and combining them into one composition.

Eva’s contribution

Eva Povilauskaite co-created the project as Art Director, leading the visual concept, art direction and design development, and working alongside copywriter Charlotte Whalen to develop the idea and bring the campaign to life.