Google’s creative new documentary, Project Re:Brief, takes four classic advertisements from Coca-Cola, Volvo, Alka-Seltzer, and Avis and re-imagines their message with the help of digital advertising. The new campaigns creatively combine the classic message of the original ads with today’s demands for interactive marketing.

The main challenge associated with the project was keeping the message the same as the original ads.  The goal was to update the ads to the current market while remaining true to their original intent–to what made the ads iconic.  Unlike one-way print or commercial advertising, digital advertising is meant to engage people–what better way to engage than by adding interactive elements to proven campaigns.  All four digital advertisements focused on creating an interactive and innovative experience, but Avis and Volvo’s ads are worth noting.

The Avis ad featured in the project originally featured their “We try harder” slogan.  The advertisers created an interactive marketing campaign where users’ stories are turned into short animated video clips.  Avis also encourages users to send in negative feedback so that they can improve as a company and live up to their slogan.

Volvo’s new digital ad drew inspiration from the powerful 1962 ad, “Drive it like you hate it”, which cleverly showcased the durability and longevity of Volvo.  Keeping this message in mind, advertisers created a new digital ad campaign in which anyone can track the progress of Irv Gordon, a man who has driven the same Volvo since 1966 as he approaches the 3-million-mile mark with his car.  Users can track his journey on Google Maps and even create their own road-trip adventures.  These campaigns show how digital has truly revolutionized the consumer experience.

Re:Brief communicates the idea that for a campaign to stand out in today’s social media-obsessed atmosphere, it must be engaging, interactive, and above all, have a timeless and relatable message.

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