Google Maps: Off My List
ADBR 305 - Human Insight Campaign
The Problem
People are constantly exposed to social media content showing restaurants, cafés, travel destinations, and hidden experiences they want to have, yet most of those moments never move beyond a saved list. Saving locations creates a false sense of completion, making users feel like they have already taken action while continuing to default to familiar routines and convenient choices. Over time, this creates a disconnect between the life users imagine for themselves and the one they actually experience.
The Solution
To transform saved intentions into real world experiences, we created Off My List, an interactive Google Maps campaign designed to move users from passive collecting to active exploration. Through connected physical, digital, and virtual touchpoints, the campaign guides users toward one saved location at a time using activation zones, personalized prompts, vending machine experiences, disposable cameras, projection based installations, and social participation. By reducing decision fatigue and turning saved places into tangible memories, Off My List repositions Google Maps from a passive archive of future plans into a platform that encourages people to actually live the experiences they keep saving for later.
App Interface
Users enter the experience via an integrated Google Maps interface designed to transform saved locations into real world experiences. Glowing activation zones appear directly within the map, guiding users through the Off My List journey by revealing nearby vending machines, development studios, and participation points in real time. By embedding the experience into a platform users already rely on daily, the campaign removes friction and turns passive saving behavior into active exploration, discovery, and movement.
Vending Machine
Users discover the vending machines directly through Google Maps, where glowing activation pins reveal nearby locations in real time. After scanning the machine, the experience syncs to their account and dispenses a disposable camera along with a personalized card featuring one saved location chosen for them to finally experience in person.
Instagram Story
Microsite
Development Lab
After completing their journey, users bring their disposable cameras into the Development Studio where their photos are developed, projected across large scale walls, and connected back to their original Google Maps locations. The environment transforms personal exploration into a living archive, reinforcing the idea that places become more meaningful once they are experienced rather than simply saved.
