Bud were looking to reposition themselves as the beer behind the music! To do that they looked back in the archives and found some of the most iconic shots of musicians with a Bud. BUT they couldn't afford to license all those shot so they created ' Search It' which picked up a Grand Prix, 2 Gold Lions and 4 Silvers at Cannes 2018.
Its not often we see Search being utlized as a creative canvas but this example from Canadian Down Syndrome is awesome. The took the top 40 searches on Google that get asked about Down Syndrome and had people with Down Syndrome answer them in video responses.
Ikea showcasing the power of Search by using it to help answer relationship issues in Sweden. They changed the names of multiple products in store to align in a humorous way to the top relationship searches. A lovely campaign that ultimately wouldn't have cost the earth given they wouldn't have been outbidding many brands for those search terms.