Attention!
The giant Google is today also a creative agency, working live with clients fascinated to see the innovation it proposes. It has reimagined advertising with its Project Re-Brief? Or is it the same chicken and rice with a different recipe?
In a presentation at SXSW this afternoon, Google showed off a breakthrough idea, executed with determination and lots of dollars behind it. When we’ve talked about convergence, we’ve done so by adding up all the new and traditional media. However, we didn’t do it before by thinking about past successes with present resources to make a good sketch of the future, as Google has done.
Here is the video intro of a project where technology is legitimized as the great accelerator for advertising creativity.
Although it is not a great technological innovation, since they are parts that already existed added in a different way, the Re-Brief achieves a combination as exciting as it is surprising. They took the great creatives of four legendary campaigns from the past, two of them by DDB, (Avis and Alka-Seltzer with no videos yet) and remade them into potential Grand Prix winning pieces, as is the case with Coca-Cola below.
And in this video an application to Volvo, whose essential idea is similar to Toyota’s “Don’t drive it wrong”.
If they win awards at Cannes it will be interesting, Google as an agency and Coca-Cola or Volvo as advertisers. We have an exciting experiment here. The reality will be different from the one we live today.
As we say in Costa Rica: “por dicha”.
