Google has taken a deep dive into the advertising world with it’s latest experiment.
Google launched their Art, Copy & Code project this afternoon- While much of the site is still being filled out, its focus is on the creation of innovative and interactive advertising. Google plans to work with a series of partners to create ads that meld creative visuals and copy with digital interaction.
An example currently on the site is Volkswagen Smileage, an app that helps you to curate media from road trips. The site also features an impressive introduction video that is unique and precisely time-stamped each viewing. Many of their partners and current work will continue to be unveiled at SXSW. Read the below for their mission statement.
A Time of Change
In the 1960’s, advertising went through a creative revolution that changed everything simply by partnering up art directors and copywriters. The idea of a creative team made up of art and copy was born.
Today, it’s happening again. We’re in the midst of a second creative revolution, driven by technology. Code is being added to the core creative process, enabling new forms of brand expression and engagement. Art, copy and code is the creative team for the connected word.
The Idea Is Still King
What hasn’t changed is the need for human insights, breakthrough ideas and emotional stories. Code facilitates new kinds of experiences, but it doesn’t replace the storytelling skills the advertising industry has honed over the past fifty years. Our connected world is giving brands more dimensions and touch points, but they still need something compelling to offer in order to create a real connection.
A Series of Experiments
How will the modern web shape the future of advertising? We’re partnering with the innovative brands, storytellers and makers who are defining it to find out.