Google Maps x Billie Eilish
Point A to Point Billie
Over 70% of the music industry’s carbon emissions stem from fans traveling to shows. To help concert-goers reduce their carbon footprint while attending her Hit Me Hard and Soft tour, Billie Eilish partnered with Google Maps to promote eco-friendly travel options.
Together, we developed a digital-first campaign—Point A to Point Billie—targeting Gen Z Maps users and Billie’s fans worldwide. The campaign highlighted eco-friendly Maps features like multi-modal and fuel-efficient routing, as well as a Billie-curated ‘Shared List’ of her favorite plant-based eateries near tour venues.
The collab debuted on Billie’s social channels, reaching an audience of 260M fans, and was later featured on Google’s social channels and Digital Out of Home placements—including iconic sites in Times Square, and on Sunset Boulevard.
Throughout the campaign, we flipped Google Maps into Billie Mode, blending both brands’ visual identities. Maps’ UI switched to dark mode to align with the Hit Me Hard and Soft tour branding, and the distinct yellow Pegman stepped out, allowing Billie’s blue Blohsh logo to take on Street View duties.
To create maximum impact, these moments were amplified through Google Maps and Billie’s social channels, alongside mega-sized DOOH placements.
Inspired by the campaign, fans responded with excitement by creating TikTok videos of their favorite Point A to Point Billie moments, and sharing their own eco-friendly travel choices.
The campaign was globally loved, with 170+ media outlets covering the hard (and soft)-hitting collaboration.
Special thanks to the Google Maps working team—Cindy Mai, Rebecca Friedman, Louise Richards, Clarissa Striker, Sunny Chen, Max Kaplan—and, of course, Billie and her team 🙏
