Our challenge was to bring a sustainable narrative to Google’s commitments in Brazil, creating an approach that would be transversal to the brand. With the concept “It has to be good for everyone,” we translated Google’s commitment to progress that benefits society as a whole, going beyond a simple slogan. Inspired by the Ubuntu philosophy, this vision acknowledges that advancement only holds real value when it positively impacts everyone—from the CEO to the intern, from rural areas to the city. In a context where big tech is often questioned, Google, with this brand stance, reaffirms its role in promoting a positive and inclusive impact for all of society.