Google Challenges Global Brands To ReMake TV Ads As Digital Campaigns

Google Challenges Global Brands To ReMake TV Ads As Digital Campaigns

Project Re:Brief calls on the industry to take the potential of online ads seriously and push the boundaries of creative ideas.

Emma Hutchings
  • 15 march 2012

Google has partnered with four global brands for an advertising experiment to reimagine their classic TV commercials. The aim of ‘Project Re:Brief‘ is to remake the iconic ad campaigns with the help of the people who made them, using today’s technology, so they inspire a new generation of creatives and marketers.

This year, internet advertising turns 18-years-old. And yet despite almost two decades of innovation online, digital ads are still being used to simply inform more than they’re being used to connect, engage and entertain. So we designed this experiment to re-imagine what advertising can be and push the boundaries of how creative ideas and our technology can work hand in hand.

Project Re:Brief provides creative remakes of the Coca-Cola “Hilltop” campaign and the Volvo “Drive It Like You Hate It” campaign. Details of the Alka Seltzer “I Can’t Believe I Ate The Whole Thing” campaign and Avis’ “We Try Harder” campaign reimaginings are coming soon.

Take a look at a video introduction to Project Re:Brief:

Coca-Cola’s “Hilltop” was re-imagined to imagine enabling people to send a Coke to a stranger in different cities around the world from your phone:

Volvo’s ad was re-imagined to tell the story of Irv Gordon and his 1966 Volvo P1800S through an interactive app:

Project Re:Brief

+Ad Campaign
+consumer goods
+online advertising

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