Project Re:Brief, the documentary
/Last March I tweeted about Google's Project Re:Brief:
During the Cannes Lions Festival of Creativity Google premiered a documentary, directed by Emmy winner Doug Pray, to share the experience of making the re-imagined campaigns.
Project Re:Brief, the documentary - Google Blog:
This hour-long documentary follows the story of the five art directors and copywriters who made the original ads as they come out of retirement to “Re: Brief” their classic campaigns: Harvey Gabor (Coca-Cola’s “Hilltop); Amil Gargano (Volvo’s “Drive it like you hate it”); Paula Green (Avis’ “We try harder”); and Howie Cohen and Bob Pasqualina (Alka-Seltzer’s “I can’t believe I ate the whole thing”). While major shifts in technology have reshaped the advertising business, as we learned from our heroes of the past, the basic tenets of storytelling haven’t changed. We found these icons’ ideas, wisdom and passion for great advertising inspiring and hope you do as well.
This documentary is as fascinating as the re-imagined campaigns. It is the genius of old school advertising meeting the realities of digital. In the middle of all the technology we are reminded of the words of Bill Bernbach "Always adapt your technique to the idea, and never your idea to the technique."