To celebrate Brazil’s National Small Business Day, Google Workspace launched 
“5 Regions, 10 Stories” — a campaign showcasing how AI is already supporting small businesses across Brazil. Small businesses represent the vast majority of companies in the country, yet many still perceive AI as too complex for their use. Our challenge was to change that perception, making AI feel practical, accessible and relevant to everyday business needs.

To reframe small businesses' perception of AI, we told real stories instead of merely talking about the technology. We traveled across Brazil’s five regions to highlight ten small businesses already using Google Workspace with Gemini in their daily operations. By focusing on real use cases — from communication and organization to content creation and data analysis — the campaign demonstrated how AI can seamlessly integrate into existing workflows and help businesses run more efficiently.

The result is a narrative that makes AI feel tangible and relatable, positioning Google Workspace with Gemini not as a distant innovation, but as a practical partner in the day-to-day reality of Brazilian small businesses.

R/GA structured the experience around real use cases, showing how Google Workspace with Gemini integrates into everyday business workflows. Each story was designed to present the product naturally, connecting context, usage and benefit.

Beyond the films, we extended the experience into physical and branded touchpoints. We produced welcome kits, press kits for influencers and training materials, including AI usage guides for small businesses, making the technology easier to adopt 
in practice.

The campaign also came to life through a cinema premiere, where the films were viewed as part of a shared experience. Supporting materials included posters, buttons, cups and branded cinema assets, ensuring visual consistency across environments.

R/GA led the development of the scripts and storytelling for the 10 stories, translating product functionality into simple, human narratives.

We were also responsible for art direction and photography direction, defining 
visual aesthetics, framing, lighting and texture to ensure consistency across 
regions and stories.

We created a scalable content system, from hero films to shorter assets, adapted for multiple channels. Production included filming, editing, animation and sound design, ensuring visual and narrative consistency across the campaign.

The campaign shifted AI from a distant concept to a practical reality, showcasing real use cases across Brazil and making the technology more accessible to small businesses. 

It reached audiences nationwide through TV and digital, and extended beyond communication into action — with a large-scale AI training program held simultaneously across all 27 state capitals. More than telling stories, the campaign helped businesses see — and learn — how to apply AI in their daily operations.