Google - Art, Copy & Code

Art, Copy & Code in a series of experiments that started last year with the Google Project Re:Brief. Whereas Re:Brief re-imagined classic ads for the modern web, Art, Copy & Code looks at the future of modern advertising on the web through a series of experiments conceived, developed and executed in partnership with brands such as VW, Adidas & Burberry.  As the site explains:

A Time of Change
In the 1960's, advertising went through a creative revolution that changed everything simply by partnering up art directors and copywriters. The idea of a creative team made up of art and copy was born.  Today, it’s happening again. We’re in the midst of a second creative revolution, driven by technology. Code is being added to the core creative process, enabling new forms of brand expression and engagement. Art, copy and code is the creative team for the connected world.

The Idea Is Still King
What hasn’t changed is the need for human insights, breakthrough ideas and emotional stories. Code facilitates new kinds of experiences, but it doesn’t replace the storytelling skills the advertising industry has honed over the past fifty years. Our connected world is giving brands more dimensions and touch points, but they still need something compelling to offer in order to create a real connection.

A Series of Experiments
How will the modern web shape the future of advertising? We’re partnering with the innovative brands, storytellers and makers who are defining it to find out.

I highly recommend watching the dynamically generated manifesto/intro film on the Art, Copy & Code site.

The first in the series of experiments is the VW - Smileage app.  The official Google blog has a good overview of the experiment or check out the video below.  I envision it as the driving equivalent of Nike+, providing both entertainment AND utility back to the user in the form of insightful information about the individual's driving behaviour, habits, etc.




Posted by: Reuben Halper

Topshop/Google+ - The Future Of The Fashion Show

Lately there's been a trend in terms of fashions shows bringing the audience closer to both the catwalk and behind the scenes of the show (see the recent interactive Adidas Fashion Show).  Now Topshop has teamed up with Google+ to launch what it's calling 'The Future Of The Fashion Show.'  The show itself takes place at the Tate Modern, but a host of tech will make the experience incredibly rich for the audience online.  The desire is to give viewers the ability to see the show from every point of view including the makeup artist the audience in the front row and even a first person view from the models as they walk down the runway (using micro HD cameras).  As the Telegraph writes:

Google+ will offer its users exclusive digital diaries by four of Topshop's famous model faces - Cara Delevingne, Jourdan Dunn, Rosie Tapner and Ashleigh Good - in their 'Road to the runway' series which will track each of the models from their first fittings for the show to the moment they hit the catwalk.

Via YouTube, Topshop will broadcast not only the live show but a 'red carpet hangout', allowing viewers to join in the hustle and bustle of the celebrity arrivals at the show, and using Google's 3D streetmap technology you'll be able to explore the show's exciting venue, The Tanks at Tate Modern.

Other aspects include a 'Be The Buyer' app which will allow fans to create their own mood boards from the pieces on the runway, as well as video advice from International buyers and Topshop's in-house team offering tips to aspiring young buyers or fashion enthusiasts. An animated Google+ photo booth has also been installed in the brand's flagship Oxford Street store allowing fans to upload their looks to an interactive digital window immediately.

Check out the video below that demonstrates how it all comes together & tune in on Sunday, February 17th at 3PM (GMT).

Juicy Couture - California Dreaming

We talk often talk about the various content triggers that get people to watch, view, share, participate, etc.  This Juicy Couture video, directed by Terry Richardson and featuring supermodel Candace Swanepoel hits a number of content triggers.  That alone would be enough to guarantee substantial views.  What makes this particularly interesting is how they've used annotations throughout to make every single frame of the video shoppable.  Click the annotations at any point and users are taken directly off to the purchase page for that particular item.  Really simple and clean, no crazy microsite or custom experience, just good content and an easy way to buy.

hat tip: Digital Examples