How does technology enhances creativity?
Another amazing project presented in Cannes Advertising Festival is a Google project called Re:Brief.
Google decided to put digital advertising to the ultimate test by telling that nowadays we put too much focus on technology and not enought on people behind technology.
What they did was amazing. They took 4 iconic brands, 5 legendary people behind them and asked re-imagined them from a medium they know very little about- the Internet.
The goal was simple - how can the ideas that defined the advertising industry in its infancy, inspire a whole new generation of creatives and marketers?
Let's take an example of Coca Cola. The big idea behind is that Coke is more than a beverage, it's something that connect people.
And when you translate this message, than you see that with technology you actually can connect people around the world to vending machines, phones, desktops by sending each other video or text messages and in that way brin them together in a way that wasn't possible before.
Making a good idea and a good insight that let you tell good stories and technology enable to have multiple executional ways of how to tell the story.
Or Volvo. Volvo takes a very unique story of a man who have drived with his Volvo and they allow poeple to become part of his journey through social media.
As Google's Aman Govil (who has led the project) says: "It ley you do things where other media stop and extend these ideas and give them legs".
Technology just help us to implement the idea. Idea is more important than technology. Always keep focus in idea, because storytelling never changes, but new technologies- do.
Here you can see the ads campaigns from the 1960's and 1970's:
Coca-Cola, 1971 - 'Hilltop' | "I'd like to buy the world a Coke"
Alka-Seltzer, 1972 - "I Can't Believe I Ate The Whole Thing"
Volvo, 1962 - "Drive It Like You Hate It."
See how Paula Green, the original Copywriter of "We try harder" came out of retirement to once again re-imagine her iconic ad:
Here you can see full lenght movie about project Re: Brief. It's worth it!
Google's Project Re:Brief won the Grand Prix at the very first Mobile Lions, part of the Cannes Festival of Creativity.