Project Re: Brief, the documentary
A few months ago, we introduced Project Re: Brief, our experiment to reimagine online advertising. We took some of the most loved ad campaigns from the ‘60s and ‘70s and and brought them back to life for the digital age with the help of the advertising legends that made them in the first place. Together, we created a series of ads designed to start conversations and fire up imaginations about what technology can make possible, such as ads that enable two strangers on opposite sides of the world to connect over a can of soda, or that translate a customer service experience into an instant, shareable, personalized animated video.
But Re: Brief is not just about the ads themselves. It’s also about the creative process behind them: bringing “old school” advertising legends and technologists into the same room to create digital ads that consumers love as much as they loved the iconic campaigns of yesterday. To share this experience, today we premiered the documentary film Project Re: Brief, directed by Emmy winner Doug Pray, at the Cannes Lions International Festival of Creativity—also available on YouTube.
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.