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Google’s Gmail reads every private email sent and recieved. Microsoft’s Outlook doesn’t. To make a point about privacy, change perception of Google’s Gmail and attract new Outlook users, we created an integrated campaign that Google couldn’t understand – in igPay atinLay.

Our test of Gmail proved that Google cannot understand Pig Latin, so our entire campaign used the simple childish language – the TVC, press ads, online display, and radio commercials. We even created an app that converts your emails into Pig Latin and made it available in Google’s own app store.