In 2011, Google partnered with four global brands in an advertising experiment - The Project Re:Brief. The goal was simply to test, how the ideas that defined the advertising industry in its infancy, can inspire a whole new generation of creatives and marketers.

Of course, the remaking of these ads not only make the classic ads contemporary but also shows off Google’s own technology. The new effort, created out of Johannes Leonardo and Google Creative Lab, revisits old school favorite ads from Coca-Cola, Volvo, Alka-Seltzer and Avis and translates their messages for various digital formats.

For example, Coke’s classic “Hilltop” ad featuring the familiar jingle “I’d Like to Teach the World to Sing,” becomes a display ad through which online viewers could send digital messages of good cheer to someone in a city of their choice.

Volvo’s 1962 “Drive it Like You Hate It” campaign, which posed that driving the car offered up therapeutic advantages “cheaper than psychiatry,” is translated through the story of Volvo Owner Irv Gordon, who put 3 million miles on his 1966 Volvo P1800S, an app-like filmic experience that leverages Google+ and Google Maps.

Further reinterpretations, of Alka-Seltzer’s “I Can’t Believe I Ate the Whole Thing,” and Avis’ “We Try Harder” campaign, are forthcoming.

I have seen and shared a lot of different cases with projection mapping, however as you are about to see, they all now seem insignificant and totally outdated.

The following impressive films by the Found Collective show real time projection mapping created to showcase PlayStation’s “Immersive Movie Experience”

It’s cool and amazing and a campaign worth sharing:

Sony PS3 Video Store - Realtime Projection Mapping - Part3 from The Found Collective on Vimeo.

I have seen a lot of beautiful project mappings by all kinds of brands, but even though this project mapping might not be the coolest, it is the best one yet.

This personal ranking is due to the fact, that Ariel’s product function and even unique selling point is clearly communicated during this visual event. Many brands make spectacular project mappings and entertain the audience, but don’t really leave any message or storytelling that’s aligned with the brand identity.

Ariel, which is one of the largest laundry detergent brands, made a show where an building’s facade is cleaned and free of “stains”, when the project mapping ends. The event was the finale activity during a launch of Ariel’s new deep cleaning innovation and was part of the “World’s Deepest Cleaning Test” campaign from Dubai. Moreover this was actually also the first 3D Projection Mapping in P&G history and credit should go to the creative agency, Muse from Amsterdam.

Tok&Stok and DDB Brazil have found a brilliant way to utilize the possibilities of Twitter, an idea which is not only aligned with the strategi and communication of the company but also saves lots of paper and thereby shows concern about the environment.

Tok&Stok’s furnitures are supposed to be very easy to assemble - so easy that the instruction manuals of each should be sufficiently explained in only 140 characters. Besides providing the manuals through Twitter Tok&Stok also offers an easy way to download an assembly diagram of each furniture. (Tok&Stok on Twitter)

In my opinion this is a clever use of twitter and yet another reason to why companies should strategically consider and analyse how to take advantage of the micro blogging platform. The possibilities are many and all it takes is rethinking every touch point and prioritizing time to consider the customer service from a new perspective. The result and reward can be adding a small but effective feature without heavy investments or even cost reduction!

I’m pretty amazed by this print ad from Volkswagen, which allows the readers of the magazine to actually experience the new innovations of the car.

Check it out: