Project Re:Brief, Google's contemporary reimagining of four classic ad campaigns has earned the Cannes Lions' first Mobile Grand Prix for its digital take on Coca-Cola's 'Hilltop' tv commercial.
Originally conceived by Harvey Gabor, then an art director at McCann-Erickson, the 1971 spot broadcast a message of peace, love and sharing Coke around the world. Some forty years later, Project Re:Brief
brings the line 'I'd like to buy the world a Coke' vividly to life, allowing people who experience the ad on their mobile to send a drink and a personalised greeting to unsuspecting passersby around the world via custom-designed vending machines. The project was handled by GROW Interactive
, Norfolk USA and New York's Johannes Leonardo
Mobile jury president Tom Eslinger, digital creative director for Saatchi & Saatchi worldwide, noted that the mobile ad was exceptional in its ability to deliver an emotional connection.
He also pointed out that while the jury had looked at around 500 campaigns from a pool of over 1,000 entries, 'There's a massive opportunity in this space for brands; there's lot of white space out there.' Eslinger also noted that while all the winners in the category were 'transformational ideas' the transactional capability of mobile was likely to be crucial area of experimentation for the industry.
Meanwhile, the Outdoor jury awarded not one but two Grand Prix this year, picking out campaigns from opposite end of the technological spectrum. On the one hand Coca-Cola was recognised for an elegant but expressive poster designed by Hong Kong student Jonathan Mak Long.
Part of the brand's global 'Open Happiness' campaign, the #cokehands
ad is based on Coke's iconic white ribbon, subtly adapted to show two hands passing a bottle. Mak Long was tracked down by Ogilvy China's Chief Creative Officer Graham Fink, after the student's graphic tribute to Steve Jobs went viral last year.
The contrast between the graphic simplicity of the Coke poster and the technological complexity of the equally-lauded Mercedes campaign, also awarded a Grand Prix, could not be more striking.
The idea is based on the fact that the Mercedes-Benz F-cell technology renders the car 'invisible' to the environment. To bring this point home, Jung von Matt cloaked one of the vehicles in LED lights, programmed to display a live feed of footage filmed from the very streets the car was travelling along, creating a dynamic camouflage that attracted perplexed double-takes from passersby.