Main Message: Pixel Phone takes excellent photos in low light. 
Insight: Life’s better when you can see it.
Big Idea: Pixel Light Up
Art Director: Yuxin Xiong   Copywirter: William milowsky
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As the viewer sees the page, they will only see a very dark picture and a Snapchat QR code. 
When scanned, the QR code will activate a filter that lights up the picture on the one’s phone, showing the image and copy.
Google Blackout 1
When internet users go to google like they normally would their page will be blacked out, with only a Pixel Phone giving light as they move throughout the page. A pull down tab will be visible under where the search bar would be with copy under it. When pulled the tab will light up the search bar revealing the pixel light up web page and copy about it.
Google Homepage Blackout 2
When internet users go to google like they normally would their page will be blacked out, with only a Pixel Phone giving light as they move throughout the page. A pull down tab will be visible under where the search bar would be with copy under it. When pulled the tab will light up the search bar revealing the pixel light up web page and copy about it. The page will then slowly light up on its own.
Microsite 
www.pixellightup.com is the heart of the project. People can visit, learn more and find other ways to help out. The website will also show progress maps and give more details about the light up.
Light My Path: Bike and Running Path Light Up
Bike and running paths can be dangerous in the dark. Google Pixel is going to fix this by lighting up paths of our own. Throughout Central Park NYC we will put up Pixel shaped lights that both light up paths and display the Pixel logo on the ground. These will create safely lit running and biking paths for those in the area while showing Pixel’s ability to light up the dark.
Pixel Path Wristband
Once path’s that have been lit up with by Pixel we will have Wristband pull box on some of the poles. Above will be a sign with copy instructing to put on one’s hand and explaining the sticker. The stickers will be connected via bluetooth to the poles and can be used for runner to alert authorities if they felt that they are in danger. It will also change the color of the lights in the area to show the location it was pressed.
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