Art, Copy & Code will include many famous brands like Volkswagen, Burberry, and Adidas, and the projects are in partnership with their creative teams and agencies. Others will feature collaborations with innovative filmmakers, creative directors, and technologists, and some of the final products will include ads, mobile apps, and social experiences.
Building off their 2012 campaign, “It’s not the miles, it’s how you live them,” Volkswagen Smileage is a mobile app and web service that aims to add a little bit of fun to every drive, from your daily commutes to holiday road trips. The app measures the fun factor of each trip using a metric called “smileage,” based on signals like weather, traffic, location, time and social interactions (e.g., a long drive on a sunny Saturday afternoon might accumulate more smileage than a morning commute in the snow). You can use it with any car, not just Volkswagens.
Google also has a live demo at SXSW on March 9 and talk on March 10.