Google: Project Re:Brief -- Best of 2012 IX #6

Reinterpreting classic ads for the digital age.

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Editor's Pick

Google reimagines classic ads for modern day--and shows off its own technology in the process, with Project Re:Brief. The new effort, created out of Johannes Leonardo and Google Creative Lab, revisits old school favorite ads from Coca-Cola, Volvo, Alka-Seltzer and Avis and translates their messages for various digital formats.

For example, Coke's classic "Hilltop" ad featuring the familiar jingle "I'd Like to Teach the World to Sing," and which already underwent a modern day makeover in 2005, becomes a display ad through which online viewers could send digital messages of good cheer--to someone in a city of their choice. Volvo's 1962 "Drive it Like You Hate It" campaign, which posed that driving the car offered up therapeutic advantages "cheaper than psychiatry," is translated through the story of Volvo Owner Irv Gordon, who put 3 million miles on his 1966 Volvo P1800S, an app-like filmic experience that leverages Google+ and Google Maps.

Further reinterpretations, of Alka-Seltzer's "I Can't Believe I Ate the Whole Thing," and Avis' "We Try Harder" campaign, are forthcoming.

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About

Credits
Date
Mar 09, 2012
Agency:
Johannes Leonardo
Client:
Google
Executive Creative Director:
Jan Jacobs
Agency:
Grow Interactive
Executive Creative Director:
Leo Premutico
Senior Creative:
Alex Romans
Senior Creative:
Ben Clare
Senior Creative:
Steve McElligott
Senior Creative:
Jerome Marucci
Creative:
Emmie Nostitz
Creative:
Sandra Nicholas
Creative:
Harv Bains
Creative:
Julie Matheney
Executive Producer:
Aaron Royer
Digital Producer:
James Young
Producer:
Floyd Russ
Creative Director:
Drew Ungvarsky
Art Director:
Matt Clack
Producer:
Jarrett Beeler
Producer:
Sonya Parker
Producer:
Michael Rose
Design Director:
Joe Branton
Developer:
Ricky Williams
Developer:
Chris Gammon
Developer:
Gabe Molochko
Developer:
Jeff Penano
Developer:
Darius Pilapil
Developer:
Zach Young
Developer:
Matt Campbell
Animator/Designer:
Jason Levesque
Animator/Designer:
Josh Newton
Voiceover Production:
Studio Center
Director:
Doug Pray
Production Company:
Oil Factory
Executive Producer:
Jay Wakefield
Editor:
Phillip Owens
Marketing Manager:
Mike Glaser
Marketing Manager:
Emel Mutlu
Marketing Manager:
Sally Cole
Independent Contributor:
Harvey Gabor
Independent Contributor:
Amil Gargano
Independent Contributor:
Howie Cohen
Independent Contributor:
Bob Pasqualina
Website Design & Development:
Fantasy Interactive
Senior Designer:
Simone Magurno
User Experience Designer:
Yuwei Fu
User Experience Designer:
Jack Wright
User Experience Designer:
Adam Diehl
Senior Digital Producer:
Chris Rubin
Digital Producer:
Johnny Michaelson
Senior Technical Manager:
Jeff Yamada
Senior Interactive Developer:
Kris Hedstrom
Interactive Developer:
Darcy Clarke
Production Partner:
Coke Interactive Machine
Interactive Production House:
Fakelove
Partner/Creative Director:
Josh Horowitz
Production Company:
Rebolucion
Director:
Nicolas Nubile
Editorial House:
Cosmo Street
Editor:
Davie Cea
Editor:
Steve Bell
Music:
Human
Production Company:
RSA
Director:
Henrik Hansen
Editorial House:
Rock Paper Scissors
Editor:
David Brody
Music:
House of Hayduk
Fabrication/Design/Software:
Fake Love

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Category
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