72andSunny & Google Nest: So much more than just the gingerbread house recipe you asked for

“Hey Google, talk to My Gingerbread Creator.” That’s the first step to Christmas fun from Google Nest and 72andSunny. The new product experience will also remind Aussie families how Google Nest devices can give them a little extra help when they need it.

Google Nest’s My Gingerbread Creator lets users design, build, and watch their dream gingerbread house digitally come to life, then gives them all the information they need to make that house real. The idea was inspired by understanding what users search for during the festive season. Recipes was the most searched for term in December. Searches for gingerbread house recipes had the largest year-over-year growth.

Once users have Google’s attention, it offers them a series of questions to establish their preferred gingerbread house design – It might live on the beach, or in space; live with a kangaroo or aliens; even add a unicorn horn chimney. Google then gives them the ingredients they need and an instructional video hosted by Aussie chef, Anna Polyviou.

The experience is supported by a campaign created by 72andSunny and produced by FINCH, running across TV, digital, outdoor and social.

There will also be a partnership with Nine, featuring Masterchef winner, TV personality and YouTube creator, Adam Liaw. These films will run online and in social.

Tara Mckenty, creative director at Google Brand Studio APAC, stated, “When technology, creativity, and production are in the same room, figuring out the same problem together, magic happens. Innovative solutions are brought to life in ways that surprise and delight our audience, and My Gingerbread Creator is no exception to that.”

Emad Tahtouh, co-founder of FINCH’s creative tech arm, Nakatomi, added “I love that My Gingerbread Creator helps facilitate a stronger personal relationship between children and parents by harnessing the magic of technology and visual storytelling. This project pushed the boundaries of both technical and product from every angle. We’re extremely proud of the outcome and the experience of working alongside Google and the entire FINCH team.”

Ross Berthinussen, executive strategy director, 72andSunny, commented, “We loved working collaboratively with Google to create a new product experience. We wanted to make something fun that families could enjoy together this Christmas.”