“It is an interesting idea that someone would try and resurrect work, and see if they could use that as a bridge to the current Volvo brand.”
Here is the famous “Drive it like you hate it” ad for Volvo from 1963:
Grow agency decided to expand this ad and created the whole digital history of one man, who drove 3 million miles with his Volvo car. This history was conveniently integrated into a tablet ad, and built completely with HTML5 for that reason. The user could navigate through the timeline, search for the places the Car visited and also track the journey of the man.
Additionally, standard banners were used across the web, showing the most relevant information based on the content of the page the banner was in. In other words, a very precise content targeting has been used to attract the maximum attention. And although it is only referring to the vintage ad in a minor way, it inspired the agency to come up with a really nice campaign after all.
More about Project Re:Brief by Google: