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Google expands ‘Project Re: Brief’ to ‘Art, Copy & Code’ and launches ‘Volkswagen Smileage’ driving experience


Google recreated some of the world’s most famous ads through “Project Re: Brief” last year, and now it has expanded the program to iconic brands with a new project called “Art, Copy & Code“.

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.

Google’s first partner project, dubbed “Volkswagen Smileage“, is a new social driving experience. It’s basically just a social app for driving, according to the official Google blog:

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.

Smileage will feature Google+ sign-in and launch soon in beta. Folks can sign up for early access or subscribe for updates at

Google also has a live demo at SXSW on March 9 and talk on March 10.

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