Every year in Spring (usually in March), the South by Southwest Festival (SXSW) is organized; it is a set of film, interactive, and music festivals and conferences that take place in Austin, Texas. These past few years, it became a staple event where many start-up businesses stand out like Twitter, Foursquare or Instagram. All the entrepreneurs of the new technologies industry and all financial investors gather to discover the newest evolutions that will shake up the digital world within the next months.
The third day of SXSW was marked by a major announcement from Google, which launched a new digital movement: Art, Copy and Code, an advertising improvement which combines creativity, contents and technology.
Nowadays, the advertising industry cannot be only limited to images and text. In a highly-connected world, brands have vast and diverse spaces to spread their messages and values. The advertising industry moved over to “connected digital experiences”, based on technology and data. A change of paradigm that Google has just given a name to: Art, Copy, Code.
Technology and creativity cannot exist apart from each other anymore. It is no longer time for simple and traditional advertisement but for digital products which can provoke feelings, enjoyment and innovation for all consumers.
A good illustration for Art, Copy & Code is provided in the video featured above. Google created a shoe – in collaboration with Adidas, YesYesNo, and advertising agency 72andSunny – which is able to shout at its owner when he/she is being lazy, or motivate him/her when he/she is being active. According to Mike Glaser, marketing lead from Art, Copy & Code at Google, the aim of the shoes is to bring the idea of advertising to multiple creative forms, including the everyday objects around us. By connecting a pair of sneakers to the web, Google is able to create unique opportunities between physical objects in the real world and digital ad spaces, he says.
Thuy Anh Nguyen, 10081293, COMM 335-002: SXSW, Google, advertising, technology, digital, involvement, emotions