After the Nexus 1, the world thought Google would not come out with another phone. But Google needed a way to get their latest OS releases and mobile innovations directly to Android fans, without the middle step of carriers’ software. So we created the theme: “Pure Google.”

Campaign included the Gingerbread teaser video, launch videos, banner ads, in-store displays, site writing, posters, and product photography.

“Pure Google” is now the industry standard, used by phone sellers and the press alike to describe any Android device unencumbered by carriers’ software.