adam&eveDDB Explores Loch Ness with Google Maps

On April 21 1934 a photo was published which soon became known as 'the surgeon's photograph' [below]. Allegedly snapped by Robert Kenneth Wilson, a London gynaecologist, who soon refused to have his name associated with the image, it was published in the Daily Mail and, to many, showed the head and neck of the Loch Ness monster. 

Now, exactly 81 years later, adam&eveDDB and Google Creative Labs have teamed up to allow anyone who wants to search for the fabled beast of Loch Ness to do so from the comfort of their computer. Using their Google Map technology the search giant has mapped the loch and users can glide across - and peer under - the waters in a bid to find what has elluded so many.

There is also a film [above] which lays out the thought process of the project and which features Adrian Shine, researcher and designer at the Loch Ness Exhibition, discussing the human need for exploration. 

"A huge part of Google’s mission is to help make mysterious places more accessible to everyone, and there’s no more emotive, exciting example of that than revealing what’s beneath the waters of Loch Ness," says Alex Hesz, director of digital at adam&eveDDB. "This is a place of enduring mystery and profound beauty, and we were lucky enough to accompany Google’s underwater capture team on a truly extraordinary task. We think that the campaign really captures the scale of that undertaking, the beauty of the place, and the reasons why Loch Ness has retained such a sense of mystery and intrigue for so many, for so long. The fact that everyone can now explore it for themselves is hugely exciting.”