J. Walter Thompson Canada
J. Walter Thompson Reports from Google's Think Brand Week / J. Walter Thompson Canada
By Kaitlin Snell, JWT Canada Intern
In the words of Arthur C. Clarke, “any sufficiently advanced technology is indistinguishable from magic,” and that’s certainly what it felt like to experience the possibilities of branding with Google.
On May 6, 2014, employees from JWT’s Toronto office hopped on the magic school bus and took a mid-day field trip to tour the Google ThinkBrand exhibit at the Andrew Richard Designs Building. Google Chromebooks, display screens, and Nexus smartphones lined the room showcasing best-in-class examples of Google’s digital content and experience creation. JWTers wandered around the space, testing out Google’s famed digital work, such as the Molson Canadian Passport Fridge, and the Coca-Cola Hug-Me Machine. Paired with colourful candy dishes and tech-toys like Google Glass, it really was like a playhouse for the digitally savvy.
ThinkBrand is a high-tech pitch environment, convincing marketers to “think with Google,” and consider the possibilities of digital. Google is constantly creating digital products, advertising platforms, and planning tools that can help marketers effectively speak the language of today’s connected consumers. From this Nature Valley Google Street View hiking experience, to this Google+ Hangout Toyota Corolla Collaborator, to JWT’s own Mazda3 Fast Lane in-cinema mobile racing game, Google ThinkBrand makes it clear that digital is not just a piece of an advertising campaign, it’s the only way advertisers can create content that consumers choose to interact with.
As ad-dollars become more heavily devoted to digital content, Google wants us to know just how much magic we can make by marrying our creativity with its technology.