Case study · Cultural & experiential

Sé Genial en Internet

Bringing Google's internet safety program from Silicon Valley to U.S. Hispanic families.

Client: LNL Agency · three-agency partnership
Built for: Google
Our role: White-label creative director · Experiential & bilingual

Sé Genial en Internet experiential room, produced in partnership with LNL Agency, North Star Alliances and Jelena Group.

The five pillars →

Interland in a gym

A virtual world translated into a room Hispanic families could live in.

Three agencies, one room

Jelena Group, North Star Alliances, and LNL — we were the creative branch.

Neither language a subtitle

Spanish-speaking kids and abuelas both felt at home.

Bilingual stage and Interland activation, produced in partnership with LNL Agency, North Star Alliances and Jelena Group.

The story

Replicate the platform. Deliver belonging.

In 2018 Google launched Be Internet Awesome, a gamified platform that teaches kids to navigate the internet without getting hurt. Bringing it to the US Hispanic market meant landing it on a different cultural register.

A three-agency partnership was assembled: Jelena Group on PR, North Star Alliances on community outreach, LNL Agency on experiential. Our piece was taking the digital world of Interland and turning it into a physical room.

Working with Google is the easy part to say out loud. Translating a virtual world into a school gym, in Spanish, for kids and their parents at the same time, is the hard part.

320

Attendees in the room — leaders, kids, and families

164M+

Press and media reach across the multi-agency campaign

2019

PR Week Awards finalist for the partnership

The five pillars, translated

Neither language reading as the subtitle.

Translated so a Spanish-speaking ten-year-old and her abuela both felt at home.

Smart

Inteligente

Think before you share.
Alert

Alerta

Check before you trust.
Strong

Seguro

Protect your stuff.
Kind

Amable

Be kind online.
Brave

Valiente

When in doubt, talk it out.

A platform built in California, brought to a gym in Los Angeles, layered with Papel Picado and a wall covered in kids handwriting. By the end, nobody was thinking about Google as a Mountain View company.

Talk to us

What we made

The brief asked for look and feel. We replicated belonging.

Press and reach reflect the full campaign. Our job was the in-room experience.

Bilingual stage carrying both program names as twin headlines
Pillar mural — chalk wall for the five Spanish pillar words
Interland game floor with custom stations
Papel Picado bunting and Interland mascot scaled into the room

Families at the Sé Genial en Internet activation, produced in partnership with LNL Agency, North Star Alliances and Jelena Group.

Interland game floor stations, produced in partnership with LNL Agency, North Star Alliances and Jelena Group.

Press, social and reach figures reflect the full multi-agency campaign.

Our responsibility was the in-room experience.

Produced in partnership with LNL Agency, North Star Alliances and Jelena Group. Google was the client of the partnership.