Google: Art, Copy & Code -- Smileage

Targeting agencies and marketers, Google's back with a new campaign.

Published on Mar 07, 2013

Editor's Pick

After the award-winning "Project Re:Brief," Google's program to partner with advertisers and agencies to reimagine classic ads using today's digital techniques, the search giant is back with a new campaign: "Art, Copy & Code." The new program, which is working with brands and marketers to show how Google tech can work with brand creativity to produce great work, has its first partnership with Volkswagen. "Smileage" is a program currently in beta that extends the automaker's 2012 campaign, "It's not the miles, it's how you live them," via a mobile app that will add "smiles" to any drive you take in your VW -- or any other car. The app was developed in partnership with Volkswagen, its agency Deutsch L.A. and digital agency Grow. Grow had teamed with Google on last year's Project Re:Brief and will serve as creative technologist for the entire Art, Copy & Code effort as well.

The app measures the "fun factor" of the trip, using factors like location, time, traffic and weather. Sign in with Google+ and share your "smileage" experience with your circles -- photos you or your fellow travelers take, for example.

Google thought of the project based on the stat that 144 millions Americans, everyday spent 52 minutes in a car, on average -- 76% of them completely alone.

The program plans more partnerships with brands like Burberry and adidas.

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Mar 07, 2013
Deutsch Los Angeles

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