Grow Interactive : Project Re:Brief -- Best of 2012 IX #6
Reinterpreting classic ads for the digital age.
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.
Credits
- Date
- Mar 09, 2012
- Agency :
- Johannes Leonardo
- Agency :
- Grow
- Executive Creative Director :
- Jan Jacobs
- Executive Creative Director :
- Leo Premutico
- Senior Creative :
- Alex Romans
- Senior Creative :
- Ben Clare
- 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 :
- 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 and 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 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 Worldwide
- Production Company :
- RSA Films
- Director :
- Henrik Hansen
- Editorial House :
- Rock Paper Scissors
- Editor :
- David Brody
- Music :
- House of Hayduk
- Fabrication/Design/Software :
- Fake Love
- Senior Creative :
- Steve McElligott
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