HILLTOP RE-IMAGINED FOR COCA-COLA by Grow Interactive for Google

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HILLTOP RE-IMAGINED FOR COCA-COLA

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Industry Non-alcoholic drinks, Search Engines
Media Digital, Interactive & Mobile
Market United States
Agency Grow Interactive
Released June 2012

Awards

Cannes Lions 2012
Cyber Lions Advertising & Media Silver
Mobile Lions Products Bronze

Credits & Description

Type of entry: Rich Media Advertising for Mobile Devices
Category: Products
Advertiser: GOOGLE
Product/Service: DISPLAY ADVERTISING
Agency: GROW INTERACTIVE Norfolk, USA
Advertiser GOOGLE
Product DISPLAY ADVERTISING
Entrant GROW INTERACTIVE Norfolk, USA
Type of Entry: Rich Media Advertising for Mobile Devices
Category: Products
Title: HILLTOP RE-IMAGINED FOR COCA-COLA
Advertiser/Client: GOOGLE
Product/Service: DISPLAY ADVERTISING
Entrant Company: GROW INTERACTIVE Norfolk, USA
DM/Advertising Agency: GROW INTERACTIVE Norfolk, USA
2nd DM/Advertising Agency: JOHANNES LEONARDO New York, USA
Harvey Gabor (Independent Contributor)
(Fake Love)
(Rebolucion)
(Cosmo Street)
(Google)
(Coca-Cola)
Brief Explanation
In Project Re: Brief, we’ve re-imagined Coca-Cola's classic 'Hilltop' commercial for a modern audience, in the digital age. Fulfilling the promise of the original ad, it allows users to connect with strangers by sending a Coke around the globe to an unsuspecting recipient, making the world feel just a little bit smaller.
The ad can be experienced on mobile phone apps in Google’s AdMob network, across iOS and Android devices. Made possible through AdMob rich media ads, coupled with custom-designed vending machines, viewers can truly 'buy the world a Coke', with a few taps on their mobile phones. A viewer can decide where to send a Coke by selecting one of many machines located around the world, from New York City, to Cape Town, to Buenos Aires. They can then add a custom text message to personalise their Coke delivery.
Google Translate converts these messages on the fly, breaking down the language barrier across countries. A dynamic video with Google Maps, Street View, and composite motion graphics shows the Coke's journey from the viewer's current location to the vending machine across the globe. Users can wait for confirmation of their Coke’s delivery, or enter an email address to be notified later. Once the Coke is delivered, recipients are not only treated to the generosity of a stranger thousands of miles away, but they can also say 'thanks' by sending a message of their own back to the user. That message is delivered to the user’s inbox where they can read the note and view a video clip of the recipient’s surprised reaction upon getting a free Coke. A gallery showcases some of our favourite shareable exchanges between people around the world connecting over a can of Coke.
Today’s technology allows us to make good on a promise Coca-Cola made over 40 years ago, and lets users 'Buy the World a Coke' from the palm of their hand.