Category: Best use or integration of user-generated content
Advertiser: GOOGLE
Product/Service: DISPLAY ADVERTISING
Agency: GROW INTERACTIVE
Agency: JOHANNES LEONARDO
Agency: GOOGLE
Agency: THE COCA-COLA COMPANY
Executive Creative Director: Harvey Gabor (Independent Contributor)
Interactive Machine: (Fake Love)
Editing: (Cosmo Street)
Media placement: Display Advertising - Online - 3/8/2012
Campaign Description
Despite almost 2 decades of online innovation, digital ads are still being used to simply inform more than they're being used to connect, engage, and entertain.
Effectiveness
As part of Project Re:Brief, we showcased the capabilities of Google Display Ad technology in each of several re-imagined campaigns. For Coca-Cola, we enabled consumers to actually ‘buy the world a Coke’ through display ads and webcam-enabled vending machines. The recipients can then send a thank you message back to the sender, right from the machine, completing the connection started from thousands of miles away. The entire story is then retold in a dynamically composited film, combining together sender and recipient messages with Google Maps imagery and motion graphics—to share the journey of a Coke sent round the world.
Implementation
‘Hilltop’ is one of the most memorable and beloved advertisements in American history as it struck a chord of togetherness in a time of great unrest. Audiences were curious to see this new incarnation, and surprised and delighted by its delivery on a promise made over 40 years ago: to unite us all by buying the world a Coke.
Outcome
The campaign challenged the industry to change its perception of and approach to digital advertising. The response has been immeasurably positive, having ignited industry conversation, and receiving rave reviews from respected publications such as The New York Times, The Washington Post, Ad Age, Mashable, Creativity, and more. Perhaps more importantly, the ad has connected and inspired not just creatives in our industry, but the general public as well, with thousands of Cokes and messages shared since its launch—making the world just a little bit smaller.