As an extension to the last year’s Project Re: Brief, Google launches Art, Copy & Code which is a series of projects and experiments to show how creativity and technology can work hand in hand.
This time Google is partnering with creative teams and agencies of brands like Volkswagen, Burberry and adidas and will also feature experiments which explore the how brand connects to consumers. Their first partnerproject is Volkswagen Smileage. It’s powered by Google+ sign-in and is designed to create or facilitate and social driving experience.
Volkswagen Smileage is a mobile app and web service that aims to add a little bit of fun to every drive, from your daily commutes to holiday road trips. The app measures the fun factor of each trip using a metric called “smileage,” based on signals like weather, traffic, location, time and social interactions (e.g., a long drive on a sunny Saturday afternoon might accumulate more smileage than a morning commute in the snow). You can use it with any car, not just Volkswagens.
Clearly, these projects of Google explores the more human side of advertising. It’s not only about making a way to convince the consumer to use or purchase a product but to impart and create personal connection between a brand and a person. Of course, it will end up in the cycle of capitalist tendencies but it’s more fun.
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