Can America’s most iconic advertising campaigns be re-imagined for the web? Both to celebrate 18 years of online digital advertising innovation, and to link advertising’s digital future to its storied past — Google started a “Project Re: Brief” in partnership with four global brands and a group of advertising legends in a bid to test a medium and challenge an industry.
“We started with four iconic ad campaigns from the 1960s and ’70s from Alka-Seltzer, Avis, Coca-Cola and Volvo, each considered groundbreaking in its day. The advertising legends who made the original ads then came out of retirement to rethink their original “brief,” this time, using the full range of technological tools at their disposal, to reach consumers in today’s digitally connected world,” Google informs.
Here are previews of two of the re-imagined ads:
Coca-Cola: Original Art Director: Harvey Gabor – A Coca-Cola can connect people. This was the idea behind a 1971 ad in which young people from all over the world stood on a hilltop singing, “I’d like to buy the world a Coke, and keep it company.” The new ads let you record a video or text message and send it, along with a free Coke, to special vending machines in Buenos Aires, Argentina; Capetown, South Africa; New York, NY; and Mountain View, Calif. The recipient can also record a message from the machine and send it right back.
To see how this ad was brought to life, watch this short film.
Origianl Coca-Cola, 1971 – ‘Hilltop’ | “I’d like to buy the world a Coke”:
Volvo: Original Art Director: Amil Gargano – A Volvo is so durable, you can “Drive it Like You Hate It,” according to a 1962 series of print and TV ads. The re-imagined ads center on the durability of one particular Volvo–that of Irv Gordon, who has had his car since 1966 and put a world-record 2.9 million miles on it, so far. In these ads, you can join Irv on his journey to reach 3 million miles. Starting with colorful stories from his past and a live feed of his car’s odometer, you can interact with him through Google+, and recreate some of Irv’s favorite routes throughout the U.S. on Google Maps. Watch the behind-the-scenes story in this short documentary.
Original Volvo, 1962 – “Drive It Like You Hate It.”
To learn more about the project, visit projectrebrief.com.