Insight: Bing is the n° 2 search engine to Google who has experienced issues with trust and has 92% of the search market share. 

​

Brief: promoting Bing as a more honest and intelligent choice to Google.

​

Execution: series of quotes about absolute power and monopoly in Google colours to make people think again about the search engine they're using and the quality of results they're getting. 

​

Media: Posters, digital ads, daily press ad, light projection.