The promise of a spontaneous festival experience comes with some rather practical questions: where to go, who to listen to and how to get to the next event. For Google, that part of a night out became an opportunity to bring its products closer to the audience of Amsterdam Dance Event (ADE). The campaign Ask for More, introduced in the Netherlands in October, was developed by agency AKQA Amsterdam, with Dutch DJ KI/KI as its face.
The creative task was to show why search engine and phone features would matter to someone who came to the festival for the music. The commercial follows KI/KI and local electronic music fans, incorporating Google Search AI Mode and the Pixel Pro model’s 120x zoom into their festival experience. Search plays a role in navigation and content discovery, while the phone captures what the audience went out for.
The campaign’s starting point is further explained by Eventbrite data for 2026, cited in its presentation: 79 per cent of people aged 18 to 35 value spontaneity at events, while 51 per cent still consider detailed logistical information important in order to attend. Ask for More uses that need for preparation as an argument for products that can make organising easier and leave more time for the festival itself.
The choice of KI/KI gave the campaign a direct connection to Amsterdam’s electronic music scene. The artist, who was born in the city, appears alongside the audience the brand is addressing, so the demonstration of features follows the musical setting and the behaviour of its participants. Alongside the main commercial, designed primarily for social media, the campaign included creator-led content and digital out-of-home advertising across Amsterdam.
Amandine Brun, Head of Consumer Marketing, Northern Europe at Google, explained the collaboration through the role search already plays in discovering music before, during and after the festival. The new features were intended to make finding something unfamiliar easier, while Pixel was given the role of preserving memories. KI/KI, through her connection to the local scene, was a natural choice to bring those uses together.
The agency’s approach was summed up by Tom Zaranko, Associate Creative Director at AKQA Amsterdam: “We wanted to show everyone looking for great music, a new favourite DJ, or an unplanned night, that it’s never been easier to get more out of your night.”
Google thus tied the reason for using its products to the concrete decisions of festival audiences. Finding the next performance and taking a photo at an event gave search and zoom a recognisable purpose, while the collaboration with KI/KI grounded the entire communication in the scene it addressed.
