Six-second challenge by Google

Agency: Google
Date: Jan 2018
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In Google's latest six-second challenge for agencies, which hits the Sundance Film Festival this week, a handful of the globe's top agencies pulled off their interpretations of fairy tales in six-second bites.

At Sundance Google tested the agencies – TBWA LA, JWT NY, Grey NY, Energy BBDO, Hecho en 72 LA, the Richards Group, Ogilvy London, BBH London, 72andSunny Sydney, BBH Shanghai, Ogilvy India and Publicis New York – to tell those timeless tales and see if they can survive as six-second stories. Amid the indie films, documentaries, and star sightings at the festival, the creative agencies contributing to this year’s six-second challenge will show how the way we tell stories continues to evolve through different themes, voices and media.

The agency interpretations of these stories, like retellings of Goldilocks, the Ugly Duckling, Hansel & Gretel and Little Red Riding Hood, cover a broad range of imagination and creativity, and demonstrate how much focus, emotion and complexity can fit into a six-second format. They also show how just six seconds can trigger the desire to see much more.

Credits

TBWA LA

JWT NY

Grey NY

Energy BBDO

Hecho en 72 LA

Richards Group

Ogilvy London

BBH London

72andSunny Sydney

BBH Shanghai

Ogilvy India

Publicis New York