AI Works for Britain

Google

Britain’s tradespeople keep the country moving. But for those running their own businesses, time-consuming admin takes them away from the work that needs their skills and expertise. Google Gemini could help lighten that load. Our challenge was to make AI feel relevant to their working lives, showing how it could save time and help solve everyday business problems.

We created ‘AI Power Tools’, a creative platform demonstrating what Gemini could do for Britain’s tradespeople. Creator-led films turned everyday business challenges into practical demonstrations, while a News UK partnership told the stories of real businesses putting AI to work. Together, they made the possibilities of AI tangible, giving tradespeople ideas they could use in their own businesses.

We brought the campaign into the places tradespeople shopped, listened and scrolled. Screwfix activations put Gemini in their hands, supported by creator content across Instagram, TikTok and YouTube, and stories across News UK’s print, digital, radio and podcast channels. Every part of the campaign showed its practical value, giving tradespeople a reason to make Gemini part of their working day.