“Can America’s most iconic advertising campaigns be re-imagined for the web?”
As you logon to www.projectrebreif.com – this is the question that welcomes you to the website. Project Re:Brief is an advertising experiment by Google where it attempts to bring back some of the most famous advertising campaigns in the history of marketing in the US, and re-invents those still alive brands on the web.
As digital marketers (and regular brand managers) grapple with the all important question of how to leverage technology and the internet to communicate better with their customers, Project Re:breif comes almost as a guiding light – a set of case studies to re-imagine, if I were to steal the old Disney paradigm and apply it here, now and in a bid to fundamentally change display/banner advertising currently works on the web.
To popularise the concept, Google has extended the definitions of experiential marketing. Clearly, the people behind the project hold very deeply the fact that real engagement comes when the viewer “feels” the need to share the story with friends – just like I am doing right now. And that is the premise on which the two represented brands have been engaged with – Coke and Volvo – both experiments for Project Re: Brief. The team got in touch with the legendary men and women who designed these campaigns in the 70s and 80s and re-created the magic in collaboration with them.
“Story-telling” will truly be the future of succesful advertising – since this is the format that takes engagement to an altogether new level. The emphasis will not be on “what” you want to communicate, rather it will be on “how you involve your audience” while communicating with him or her.
Here’s an excerpt from an article about the experiment quoting the Product Marketing Manager, Aman Govil:
Google came up with the idea after talking about adapting classic ads into banners with New York-based creative agency Johannes Leonardo. According to Govil, it evolved after he saw the documentary Art & Copy, about 1970s ad world mavericks. “If we can shift the way the industry approaches building digital advertising, we can come up with amazing work that people will love, remember, and share 50 years from now,” he says.
Read the complete article at thinkwithgoogle and check out the Coke and Volve stories I just mentioned about on the Project Re:Brief website . I don’t want to dwell on it any longer – I’d rather leave you with the official video form the team introducing the concept: