‘Art, Copy & Code‘ is a new series of experiments from Google that aims to reimagine advertising. It is a follow-up to last year’s Project Re:Brief, which took famous TV ads and reimagined them in the digital world.
Art, Copy & Code expands that program to work with some of today’s iconic brands and innovative marketers, including Volkswagen, Burberry and adidas. The series of projects will explore how brands can connect with consumers using digital tool such as ads, mobile apps, and social experiences.
The first project is a social driving experience called ‘Volkswagen Smileage‘. This mobile app and web service aims to make every drive fun, from daily commutes to holiday road trips. It measures the fun factor of each trip using a metric called “smileage,” based on the weather, traffic, location, time, and social interactions.
Smileage experience can be shared with family and friends, as you can automatically add photos and videos taken by passengers to a live interactive map. Volkswagen Smileage will be available soon in beta and you can sign up for early access.