Home > Uncategorized > Google Project-Re: Brief—Technology Support Idea

Google Project-Re: Brief—Technology Support Idea

I watched this documentary film in my last advertising class. Google introduced this project as an experiment to reimagine online advertising. They chose some of the most loved ad campaigns from the ‘60s and ‘70s and brought those creative thinkers back to life for the digital age. Those scenes really moved me, which showed those “mad man” came back to New York and started to design series ads with new technology.

 

“This hour-long documentary follows the story of the five art directors and copywriters who made the original ads as they come out of retirement to “Re: Brief” their classic campaigns: Harvey Gabor (Coca-Cola’s “Hilltop); Amil Gargano (Volvo’s “Drive it like you hate it”); Paula Green (Avis’ “We try harder”); and Howie Cohen and Bob Pasqualina (Alka-Seltzer’s “I can’t believe I ate the whole thing”)”.

Here is the example of Coke-Cola.

coca-col-ad-old

120618_Jacobs_3_coke

Google_ProjectReBriefCokeMobileAdDemoCannes2012MobileGrandPrixEMABARGOED330EST12

Image Resource: http://lemonsblack.com/google-rebrief-advertising-re-imagined/

                                 http://www.imediaconnection.com/printpage/printpage.aspx?id=32056

http://www.ydigitalmedia.com/OurNews/how-google-made-the-best-mobile-ad-of-the-year-for-coke

The first image show the classic 1971 Coke ad in which people gather on a hilltop and sing about buying the world a Coke. The other two images show that Google created an Android and iPhone app in which people could actually send people free Cokes (from specially made and strategically located vending machines) from their phone. Users could send a personalized message along with the Coke. And the most interesting part is Google takes the advantage of Google Translate to convey the message in the recipient’s language.

This project is not just about the ads themselves and new technology. It’s also about the creative process related to technology: “bringing “old school” advertising legends and technologists into the same room to create digital ads that consumers love as much as they loved the iconic campaigns of yesterday.”

 

Nowadays it is harder to find things which are new and attractive because technology things change our everyday life so fast. But for advertising, we still need to think more about the idea and content. Technology can provide us the different forms and channels. More and more ideas focus too much on technology tools. One thing we have to know is that technologies support ideas. We can not use ideas to support technologies.

 

Resource: http://googleblog.blogspot.com/2012/06/project-re-brief-documentary.html

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