Have you ever thought about what has happened to all the big brand names of a few years ago? And have you ever considered what would happen if these brands were able to use the tools and technology of today so we can see what their greatest moments were? This is what Google’s Re: Brief is supposed to offer us. Essentially, it is taking the old creativity and adding new type of media advertising to give it a completely new lease of life. There are some fantastic participants in this initiative as well, including Google+, GPS technology, language processing algorithms and so on.
Think about what the greatest advertisement that you have ever seen is. It is likely that if you ask a huge group of people, there will be five or six advertisements that will come back again and again. What Google has done is combine the knowledge of advertisement from yesteryear with the technology of today, thereby making sure that the internet can finally create truly memorable advertisements.
To get at it, Google took an approach straight out of a heist film, persuading a team of veteran safe crackers to come out of retirement for one last job. These legendary advertisers would work alongside a team of technical whizz-kids and creatives in an experiment to turn four iconic campaigns into cutting-edge online ads using the kind of technology they couldn’t have dreamed of as younger men.
Sounds amazing doesn’t it! Some of the people they have asked to work on this project include Bob Pasqualina and Howie Cohen (“I can’t believe I ate the whole thing” – Alka-Seltzer), Amil Gargano (“Drive it like you hate it” – Volvo), Paula Green (“We try harder” – Avis) and Harvey Gabor (“I’d like to buy the world a Coke” – Coca Cola).
Interestingly enough, it seems the challenges faced by the advertisers above were exactly the same as what they are now. Just as then, people were bored with advertisements and not interested in listening to the message anymore. It’s all been seen and done and the excitement is gone. The idea presented back then, which is just as relevant again today, is that 1+1=3. This concept totally revolutionized the world of advertisement and it is hoped that it will do the same again.
Those who have signed up for Google’s Project Re: Brief are passionate. They want to use this medium that is hated by many and ignored by most, the medium of advertising, and change it into something that will inspire a whole generation of creative people. The team has understood that advertisement as a concept will only work, regardless of the medium that is used, if the advertisement itself is really good. The team, by working together, can create advertisements that are full of technological know-how of today, combined with the legendary advertisements from the past, where products still seemed to have a heart.
If we can shift the way the industry approaches digital advertising, we can come up with work that people will love, remember and share 50 years from now… This is the third dimension of advertising; it’s immersive and emotive.
The main idea behind the project is to make sure that banner ads are able to really, truly interact with the real world around them. This can be applied to any kind of device. It is about shaping campaigns and executing what seems to be impossible, bringing things to life and captivating the audience with products. It is interesting to see that we have focused so much on developing a technological framework that we seem to have forgotten to continue to be creative as well. This is why Google has gone back to the “old timers”, those who have been successful in the field before, those who focused not on technology but rather on creativity. It is in combining these two that a true, world-class, memorable and online advertisement should be created.
So how is this going to work? Imagine, for a minute, the classic Coca Cola advertisement on the Hilltop. The core message of this advertisement is “I’d like to buy the world a Coke.”. The only people who won’t know this advertisement are those that weren’t born in that era yet (and for these people, YouTube is available to have a look). Now imagine this with today’s technology, in which case it truly becomes a worldwide endeavor. In today’s days of technology and endless possibilities, you really can buy a coke for all of the world. The question that the executives were looking into is how that would be possible. How could a banner-ad be created that did just that, buying the whole world a Coke? They came up with an absolutely fantastic multi-layered idea, in which Coca Cola was able to use the display advertising platform that Google can offer, by using vending machines that are able to deliver a message from one user in one geographical location, to another.
Basically, one person records a message, which is moderated and sent to a different vending machine. Here, the next user listens to the message and records an answer. This is then moderated and sent on again, creating a beautiful message that can truly go around the world.
With the heavy lifting done for the ads and their delivery systems, focus shifted to the penultimate layer of the project: the website itself. Fi set out to design and develop a sleek, intuitive interface that balanced the original ads with their modern counterparts… Not only for the web, but on mobile and tablet platforms as well.
It all sounds very complicated, but very interesting as well. Tell the truth, how badly do you want to buy the world a Coke, if it means you can receive a message from anywhere in the world, and send one on as well? In fact, isn’t it likely that you will start purchasing multiple Cokes? It is very clear that this particular project has been a huge success – you enjoy advertisements again, and the company makes money.