Campaign of the Year, Silver: 'Project Re:Brief' By Johannes Leonardo
In just four years, Johannes Leonardo has established itself as a creative force so powerful it could nab a top honor at the Cannes ad festival for a business-to-business campaign.
The New York-based shop was the lead creative agency behind the first mobile Grand Prix at the global confab in the South of France for Google's Project Re:Brief. The objective was to show the ad community that banner ads, despite their bad rep, were indeed a creative canvas for the best brand ideas.
So, the solution was a mobile banner ad to promote Google's AdMob, one of the world's biggest mobile-ad sellers. As part of Re:Brief, Johannes and a team of other agencies used Google's display products to reimagine classic ad campaigns using modern tools.
The Cannes-winning campaign is the digital reinterpretation of Coca-Cola's 40-year-old commercial "Hilltop." The result let viewers literally buy strangers a Coke through rich-media banner ads running within mobile apps that would send the free drinks to vending machines around the world.
Having been named global creative agency in May for Sprite, the WPP-backed agency is primed to deliver more creative surprises for Coca-Cola.