Location:
Greater New York City Area
Industry:
Marketing and Advertising
Awards:
Best B2B Integrated Online Campaign
OMMA Awards
Google's "Watch This Space" campaign featured a sleek Web site that was easily navigable and full of rich content. Utilizing six tabs, the Web site hosts information on industry trends, solutions, tools, a creative corner, news and a sandbox. The content in each tab is artfully vibrant and informative, making the campaign's execution both effective and aesthetically pleasing.
The campaign also included a number of live stream and interactive banner ads that took advantage of and showcased Google's suite of banner development and tracking technologies.
Link: http://www.mediapost.com/events/?/showID/OMMAAwards.11.NYC/type/AwardWinner/itemID/2363/OMMAAwards-Winners.html
Mobile Lions, Grand Prix for Google's Project Re: Brief
Cannes Lions
In Project Re: Brief, we’ve re-imagined Coca-Cola's classic 'Hilltop' commercial for a modern audience, in the digital age. Fulfilling the promise of the original ad, it allows users to connect with strangers by sending a Coke around the globe to an unsuspecting recipient, making the world feel just a little bit smaller. The ad can be experienced on mobile phone apps in Google’s AdMob network, across iOS and Android devices. Made possible through AdMob rich media ads, coupled with custom-designed vending machines, viewers can truly 'buy the world a Coke', with a few taps on their mobile phones. A viewer can decide where to send a Coke by selecting one of many machines located around the world, from New York City, to Cape Town, to Buenos Aires. They can then add a custom text message to personalise their Coke delivery. Google Translate converts these messages on the fly, breaking down the language barrier across countries. A dynamic video with Google Maps, Street View, and composite motion graphics shows the Coke's journey from the viewer's current location to the vending machine across the globe. Users can wait for confirmation of their Coke’s delivery, or enter an email address to be notified later. Once the Coke is delivered, recipients are not only treated to the generosity of a stranger thousands of miles away, but they can also say 'thanks' by sending a message of their own back to the user. That message is delivered to the user’s inbox where they can read the note and view a video clip of the recipient’s surprised reaction upon getting a free Coke. A gallery showcases some of our favourite shareable exchanges between people around the world connecting over a can of Coke. Today’s technology allows us to make good on a promise Coca-Cola made over 40 years ago, and lets users 'Buy the World a Coke' from the palm of their hand.
Campaign of the Year, Silver - Google's Project Re: Brief
AdAge
CAMPAIGN OF THE YEAR, SILVER: 'PROJECT RE:BRIEF' BY JOHANNES LEONARDO
Want to Buy Someone a Coke? Johannes Leonardo Reimagines Classic Ad Campaigns Using Google Display Products
Published: August 05, 2012
In just four years, Johannes Leonardo has established itself as a creative force so powerful it could nab a top honor at the Cannes ad festival for a business-to-business campaign.
The New York-based shop was the lead creative agency behind the first mobile Grand Prix at the global confab in the South of France for Google's Project Re:Brief. The objective was to show the ad community that banner ads, despite their bad rep, were indeed a creative canvas for the best brand ideas.
So, the solution was a mobile banner ad to promote Google's AdMob, one of the world's biggest mobile-ad sellers. As part of Re:Brief, Johannes and a team of other agencies used Google's display products to reimagine classic ad campaigns using modern tools.
The Cannes-winning campaign is the digital reinterpretation of Coca-Cola's 40-year-old commercial "Hilltop." The result let viewers literally buy strangers a Coke through rich-media banner ads running within mobile apps that would send the free drinks to vending machines around the world.
Having been named global creative agency in May for Sprite, the WPP-backed agency is primed to deliver more creative surprises for Coca-Cola.
Cyber Lions, Silver - Google's Project Re: Brief
Cannes Lions
We have designed and developed a sleek, interactive website to display Google ad technologies that balances the original ads. The creators of some of the most successful and groundbreaking campaigns from four global brands agreed to participate in the project for Alka-Seltzer, Avis, Coca-Cola and Volvo.
Film Lions, Bronze - Google's Project Re: Brief
Cannes Lions
Won for the 'Branded Content Internet Film' category.
Project Re: Brief is an inspiring story about the need for creative thinking amidst enormous technological shifts in the way we communicate. The film documents a grand experiment whereby Google partners with five of the brightest “old-school” legends from advertising to re-imagine their most iconic creative work for a medium they know almost nothing about: the web. Project Re: Brief aims to shake up the ad industry and inspire new creative uses for digital advertising. While shifting formats and media platforms is one thing, as we learn from our heroes of the past, the basic tenets of human storytelling haven’t changed.