Google’s ‘Project Rebrief’ - Coca-Cola Hilltop wins Grand Prix at Mobile Lions 2012
Google’s reinvention of Coca-Cola’s classic ‘Hilltop’ advert has won the Grand Prix at the first ever Mobile Lions at the Cannes Lions International Festival of Creativity.
The revamp of Coca-Cola’s classic 70’s advert, which featured the song ‘I’d like to teach the world to sing’, allows mobile users to literally buy the world a Coke, by allowing them to send a text which would give someone a free Coke through a specially created vending machine on the other side of the world.
The reinvention of ‘Hilltop’ saw Harvey Gabor, the original art director for the project work with Google’s creative team. The first vending machine will give a free Coke to someone in South Africa, each time someone records and sends a message to connect with them.
When more vending machines become live you will be able to select a location, attach a personal video or text message and watch it be delivered to the vending machine, where the recipient can also send a message back.
Among the UK winners were DLKW Lowe London who won a Gold Lion for its ‘pennies for life’ campaign created for The Microloan Foundation, Red Bee Media who collected a Bronze Lion for ‘walkers kill count’ with The Walking Dead work for Fox International, and Movement London who took home a Bronze Lion as well for its Olympic ‘move to the beat’ campaign for Coca-Cola.
For more information on Google's winning campaign, see here.
Earlier today, Cokes's chief marketer Joe Tripodi admitted that the brand was interested in rolling out the campaign to further territories in 2013.