Google’s Project Re:Brief set itself the challenge of reimagining classic ads for the modern day. Conveniently, this initiative also shows off Google’s own technology. The project revisits old, and arguably classic, ads from Coca-Cola, Volvo, Alka-Seltzer and Avis. The aim is to translate their messages for digital formats. In a final twist, the original creatives are drawn into the process to translate their vision to the new format/s – fascinating stuff.
Coke’s classic “Hilltop” ad which featured “I’d Like to Teach the World to Sing,” 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 suggested driving the car offered therapeutic advantages and was “cheaper than psychiatry,” is translated through the story of a 1966 Volvo P1800S Volvo Owner Irv Gordon, who clocks 3 million miles in 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 in the pipeline.
Take a look at the results and the process here – http://www.projectrebrief.com/