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2012 Advertising Annual
 :: Google
Featured in:
2012 Advertising Annual
“Despite almost two decades of innovation online, digital display ads are still being used to simply inform rather than connect, engage and entertain. Project Re: Brief asked five advertising legends to reimagine their most iconic campaigns through the lens of digital advertising, and inspire a new generation of creative minds.
“Fulfilling the promise of Coca-Cola’s classic ‘Hilltop’ commercial, we make good on the 40-year-old promise to ‘buy the world a Coke’ by enabling users to connect with people across the globe from their phones. Select a location, attach a message and watch a Coke be delivered to a specially-designed vending machine.
“The Avis’ ‘We try harder’ campaign began in 1962. Since the truest test of Avis’s service is its consumers, we let them turn their rental stories into short, per­son­alized films.
“We reimagined Alka Seltzer’s ‘I can’t believe I ate the whole thing’ by bringing back the original ad’s char­cater, Ralph, through videos and immersive experiences about ‘The Day Ralph Ate the Whole Thing.’
“As the living embodiment of Volvo’s famous ‘Drive it like you hate it’ ad, Irv Gordon has driven his 1966 Volvo P1800s a world-record 2.9 million miles. We share Irv’s unique views on life and driving with a series of interactive films and a GPS device that allows the story to continue in real-time on Google Maps.”
Harvey Gabor, independent contributor
Cosmo Street, editorial company
Fake Love, fabricator
Rebolucion, production company
Grow Interactive/Johannes Leonardo, ad agencies
Google/The Coca-Cola Company, clients

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