Source: www.adweek.com - Thursday, February 26, 2015
Google Play has been running a great branded content series from BBH Los Angeles called "California Inspires Me," featuring interviews—which are then set to animation—with famous Californians talking about their upbringing. It's a collaboration with California Sunday magazine (the regional print offshoot of nonfiction event series Pop-Up Magazine), and the results have been fantastic. The latest spot in the series breaks today, featuring Devo's Mark Mothersbaugh, who explains how he grew up legally blind and initially wasn't that interested in music. It's a lovely way to tell these kinds of stories. Have a look here: To get an idea of how this campaign works behind the scenes, AdFreak chatted with Josh Webman, creative director at BBH L.A. AdFreak: Can you describe the collaboration between BBH, California Sunday and Google Play? Who's responsible for what? Josh Webman: Everyone at Google and BBH loved the Pop-Up Magazine series. It was an incredible, sort of, "happening," where on one night different artists, journalists and filmmakers present their work on stage—and then it all goes away. Nothing is filmed or recorded. As it turned out, Pop-Up was starting a new magazine series called California Sunday, and they were really interested in story advertising. The timing was perfect. We all worked together to create the "California Inspires Me" series of print ads and animated films. It's been a true collaboration between the three
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Google Play has been running a great branded content series from BBH Los Angeles called "California Inspires Me," featuring interviews—which are then set to animation—with famous Californians talking about their upbringing. It's a collaboration with California Sunday magazine (the regional print offshoot of nonfiction event series Pop-Up Magazine), and the results have been fantastic. The latest spot in the series breaks today, featuring Devo's Mark Mothersbaugh, who explains how he grew up legally blind and initially wasn't that interested in music. It's a lovely way to tell these kinds of stories. Have a look here: To get an idea of how this campaign works behind the scenes, AdFreak chatted with Josh Webman, creative director at BBH L.A. AdFreak: Can you describe the collaboration between BBH, California Sunday and Google Play? Who's responsible for what? Josh Webman: Everyone at Google and BBH loved the Pop-Up Magazine series. It was an incredible, sort of, "happening," where on one night different artists, journalists and filmmakers present their work on stage—and then it all goes away. Nothing is filmed or recorded. As it turned out, Pop-Up was starting a new magazine series called California Sunday, and they were really interested in story advertising. The timing was perfect. We all worked together to create the "California Inspires Me" series of print ads and animated films. It's been a true collaboration between the threefrom Top News on RSS Feeds http://ift.tt/1vD8gJk
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