MediaMonks
-
Campaigns & Content
- Films
-
Mobile & Platforms
-
Games
- VFX & Post
- Animation
-
VR & AR
-
Experiential
- Rich Media
- For Good
- AR
- Culture
- Contact
- Careers
- About
Google: All of Brazil Plays
Google ZOO Brazil
Google ZOO Brazil
Google: All of Brazil Plays
For the 2016 Games, Google launched a programmatic campaign and integrated platform to house all things Rio. Produced in collaboration with MediaMonks, All of Brazil Plays revolves around a personalized feed of original Rio content including daily videos and 42 sporty games. Everything on the platform is linked to produce a personalized experienced that automatically surfaces the best content based on the user’s interests. The 42 minigames were custom-designed for the platform and can be played with a customizable character that is also featured in programmatic banners that continue the personalized play across the web.
King-size Content Platform
All of Brazil Plays was launched a year before the Games by Google ZOO Brazil to let people discover Rio
in the lead-up the event. The platform rolled out in multiple phases with new content, games and
features being added with each release to build engagement while building the platform. Google’s
ambitious project was made possible with the help of four selected sponsors that got exclusive rights to
advertise on the platform.
One of the interesting things about All of Brazil Plays is that everything you see informs what content, video or game you’ll see next. For example, the folks from The ZOO teamed up with Google Local Guides to produce original YouTube videos showcasing the best things about Rio. This content was connected to the illustrated guide map of Rio that got populated over the course of the year to help visitors navigate the city during the Games. The map has a day and night-time mode and uses data and location information to show visitors the best things-to-do at any time of the day. The platform hereby provides daily answers to one of the most important questions of our time: ‘where the party at?’
Google’s selected advertisers are integral to the platform and are featured in or alongside the videos and content items. In addition to various promotions and campaigns, we also used some of the advertising space to introduce two animated characters (Zé and Julia) that act as the platform’s ambassadors. Over the course of a year-long YouTube campaign, viewers could see their comical love story develop in short pre-rolls that ran before the videos, connecting the wide and diverse stories of the YouTube Content Creators to the bigger narrative of the platform.
We also showed some serious animation muscle during the Games. Working together with the YouTube-famous Castro Brothers, The ZOO produced daily video recaps with topical animations that were illustrated on the spot by our Monks in Rio. The illustrations were then brought to life half a world away by our Animation Monks in Singapore to make the daily deadline for weeks in a row (time zones ftw).
Our Biggest Collection of Minigames (& Banners) Yet
To enable everyone to play, the platform’s 42 minigames are built with lightweight technologies to run
smooth as butter even on a slow (mobile) connection. The controls and gameplay of the games are designed
after the sport they represent and include elements like timing, reaction speed, accuracy, and sometimes
straight-out button mashing.
But what really makes this gaming platform special are the programmatic ads that allow users to play the games on external websites, including YouTube. Through cookies and targeting, we served fully fledged versions of the games in banner format with the player’s own character and highscores. The same technology was used to introduce new players to the platform, serving the minigame of the sport they like best according to their browsing interests.





A Golden Production
All of Brazil Plays is a truly integrated production that necessitated (almost) all of our capabilities
to make Google’s grand ambitions come about. The project required a record-breaking amount of
illustration work, producing a beautiful mix of Google & the Games, and a pile of worn-out Wacoms. Our
in-house animation department worked for months on end to bring the platform and all of its games to
life, recreating the physics of each sport in a cartoony style under creative direction of The ZOO. And
this year-long production marathon could not have been finished without the relentless work of all game
designers and developers. In total, 12 bespoke game engines were developed to enable the production of
42 games in almost exactly 42 weeks. Now that’s a podium-worthy achievement.

Contact
Amsterdam HQ
- Schapenkamp 2 1211 PA Hilversum The Netherlands
- info@mediamonks.com
- +31 35 621 21 50
London
- 23 Heddon St W1B 4BQ London United Kingdom
- london@mediamonks.com
- +44 20 7440 3580
Stockholm
- Norrlandsgatan 18 11143 Stockholm Sweden
- stockholm@mediamonks.com
- +46 8 50 70 35 00
Dubai
- PO Box 502921 Dubai Media City Building 5 Office 205 Dubai, U.A.E.
- dubai@mediamonks.com
- +971 52 948 6613
New York
- 127 Elizabeth St 10013 NY New York United States of America
- ny@mediamonks.com
- +1 347 767 6929
Los Angeles
- 1214 Abbot Kinney Blvd Venice, CA, 90291 United States of America
- la@mediamonks.com
- +1 907 891 8571
Mexico
- Calle Emilio Castelar 149 Polanco III Sección 11650 Ciudad de México CDMX Mexico
- marcelo@mediamonks.com
- +52 1 55 8421 8283
São Paulo
- R. Fidalga 162, Vila Madalena 05432-000, São Paulo, SP Brazil
- saopaulo@mediamonks.com
- +55 11 3097 0508
Buenos Aires
- El Salvador 5137, Palermo C1414BPS Ciudad Autónoma de Buenos Aires Argentina
- ba@mediamonks.com
- +54 11 5368 2189
Shanghai
- 135 Yanping Rd, Jing’an Shanghai 200042 China
- shanghai@mediamonks.com
- +86 151 2109 7484
Singapore
- 30 Bukit Pasoh Road 089844 Singapore Singapore
- singapore@mediamonks.com
- +65 64 389 897