Android Avenue

Client: Android

The fact that Android Avenue attracted 51% of all visitors to MWC 2022 - the biggest exhibition of mobile technology in the world - is testament to the power of its narrative.

In this first in-person event for Google since the start of the pandemic, Brandfuel’s challenge was to show visitors that no matter how much money you have, whatever your age or ability, your life is enhanced by Android - and that, put simply, everything works better together. Our aim was not only to make the technical accessible, but to make it aspirational and enriching. Visitors were invited to get hands-on with Android’s latest useful, creative and playful products in 13 familiar environments. Brand ambassadors helped attendees, whether they were setting up a Chromebook with a phone, or using a watch to lock devices. We also aimed to produce an exceptional visitor experience as sustainably as possible. Although 24 trucks were used to transport material to Spain, we used HVO biofuel, which reduces emissions by 90%. We also hired as many local crew as possible to minimise staff travelling from the UK. Using Trackerplus, we calculated the carbon footprint of materials used, transportation and crew - 227,127CO2e. Google has committed to offsetting all the CO2 produced. After the event, 80% of materials were repurposed. All the plants were given to local schools or charities in Barcelona, while the Astroturf was donated to Frylands Wood Scout Outdoor Centre in Croydon. The Magic Eraser infrastructure was passed on to the Penllergare Trust in Wales for its visitor centre. Finally, our Metro carriage was donated to Help a Squaddie, a Staffordshire charity that helps rehouse homeless ex-service personnel. With 85% of visitors to the stand saying that “Android powers effortless multi-device experiences for users that work better together”, Android Avenue clearly fulfilled its brief.