Google launches first local campaign to spruik AI's real-world impact

Google Australia has launched two brand films with R/GA, highlighting how Google AI is being applied to healthcare challenges in Australia.

The campaign, part of Google’s More’s Possible platform, focuses on diabetic eye disease and hearing loss. It is Google’s first local campaign centred on AI’s real-world impact.

‘The Sidelines’ follows a regional doctor using AI-powered screening for diabetic retinopathy, enabling faster detection of early signs of the disease. ‘The Dining Table’ tells the story of researchers developing AI models to improve hearing devices, helping people better distinguish voices in noisy environments.

The films were directed by Sanjay De Silva of Division and launch nationally on 7 September across broadcast, BVOD, YouTube, audio, out-of-home, SVOD, display, print, and a partnership with The Voice.

Google’s Digital Future Initiative underpins the work, a $1 billion investment supporting local researchers in areas including hearing, conservation, and biodiversity.

Partners include Cochlear, Macquarie University Hearing, The Shepherd Centre and NextSense.

Suzana Ristevski, Chief Marketing Officer for Google Australia and New Zealand, said: “Whether it’s improving the effectiveness of hearing aids or helping prevent diabetic vision loss, this campaign demonstrates that more’s possible when medical researchers join forces with Google AI.”

“Thanks to local partners, this groundbreaking work is taking place in Australia right now,” she added.

Rachel Blacklaws, Creative Director, Australia, at R/GA said: “These are stories of possibility made tangible. They show what happens when emerging technology meets the passion and vision of researchers and medical professionals.”

Sanjay De Silva, Director at Division, added: "We wanted to create films that had a subtle, cinematic, and emotionally grounded tone that felt like we were dropped into the middle of these very real settings. It’s not about the technology, it’s about the people, and the possibilities it unlocks.”

Google AI tools also supported production, from visualisation to post-production enhancements, including Generative AI for background environments. Actors with lived experience of diabetes and hearing loss were cast for authenticity.

Credits
Client: Google Australia
Chief Marketing Officer, Australia and New Zealand: Suzana Ristevski
Senior Marketing Manager: Freya Harvey
Marketing Manager: Lauren Maxwell
Marketing Manager: Olivia Ford

Creative Innovation Company: R/GA
Managing Director: Victoria Curro
Chief Creative Officer: Seamus Higgins
Creative Director: Rachel Blacklaws
Creative Director: Scott Canning
Design Director: Nicholas Hannon
Group Account Director: Josh Agnew
Executive Content Producer: Kyle Belcher
Executive Strategy Director: Marie Conley

Production Company: Division
Director: Sanjay De Silva
Producer: Jane Smith
Managing Director / Executive Producer: Genevieve Triquet
Executive Producer: Karen Bryson
Production Manager: Elaine Roy
DOP: Sam Chiplin
1st AD: Angus Bolles
Art Director: Mike Price
Wardrobe Stylist: Olivia Simpson
Editor: Lucas Baynes

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