With over 70% of the music industry’s carbon emissions coming from fan travel, Billie Eilish faced a sustainability challenge during her Hit Me Hard and Soft world tour. The superstar needed to address her environmental impact without losing connection with her global fanbase. At the same time, Google Maps was looking for a culturally relevant way to showcase its eco-friendly features to Gen Z, an audience already prioritizing sustainability.
Strategy
Point A to Point Billie framed the collaboration as both activism and cultural moment, engaging Billie’s 260M fans while spotlighting Google Maps’ fuel-efficient routing and multi-modal travel features. The campaign created authentic value with Billie-curated plant-based restaurant recommendations near tour venues, transforming sustainable travel into a premium, personalized fan experience.
Identity
We reimagined Google Maps in Billie Mode, blending both brands’ visual worlds without losing their distinct identities. Maps’ UI switched to dark mode to align with the tour’s aesthetic, while the iconic yellow Pegman stepped aside for Billie’s blue Blohsh logo in Street View. The result kept Google’s functionality intact while infusing it with Billie’s unmistakable creative voice.
Application
The campaign launched on Billie’s social channels, instantly reaching 260M fans, before expanding through Google’s platforms and high-impact Digital Out of Home placements in Times Square and on Sunset Boulevard. The collaboration lived directly within the Google Maps app experience, creating cultural buzz online, and giving fans practical IRL tools.
Outcome
The collaboration generated global attention, with 170+ media outlets covering the launch and fans sharing their Point A to Point Billie journeys on TikTok. It successfully reframed eco-friendly travel as a natural, exciting choice for Gen Z—proving how purpose-driven brand partnerships can deliver value to users, artists, and the planet. Together, Google Maps and Billie set a new standard for sustainable entertainment.
