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Google's six-second challenge finds agencies shrinking to fit fairy tales for Sundance

Google's Six-second Challenge Finds Agencies Shrinking To Fit Fairy Tales For Sundance

Google launched its six-second bumper ads nearly two years ago, and in that time the company has seen creative ideas come to life in small spaces. 

In Google's latest six-second challenge for agencies, which hits the Sundance Film Festival this week, a handful of the globe's top agencies pulled off their interpretations of fairy tales in six-second bites.

At Sundance, Google tested TBWA LA, JWT NY, Grey NY, Energy BBDO, Hecho en 72 LA, The Richards Group, Ogilvy London, BBH London, 72andSunny Sydney, BBH Shanghai, Ogilvy India and Publicis New York to tell the timeless tales and see if they can survive as six-second stories. Amid the indie films, documentaries, and star sightings at the festival, the creative agencies contributing to this year’s six-second challenge will show how storytelling continues to evolve through different themes, voices and media.

Said Rob Lenois, deputy chief creative officer at Grey NY, regarding his agency's take on Little Red Riding Hood: “We wanted to draft off culture to have the most impact.  The idea was to flip the classic story of Little Red from a victim to that of a female heroine. A simple idea that lent itself nicely to the six-second format. Constraints can help breed creativity. We felt this format nicely lent itself to a bold story, and a great opportunity to establish Little Red’s message of empowerment for modern women in the most concise way possible. The format forces you to be decisive, efficient and – most importantly – brave. The best storytelling is born out of extremes.” 

The shorts, seen by clicking the Creative Works box below, showcases the diversity of storytelling on display at Sundance — and Google hopes they inspire the power, possibility and impact of short-form.

This challenge also shows that the six-second ad isn't just a passing trend, as agencies and media outlets continue to adopt the format.

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This post first appeared on How To Organize Small Kitchen, please read the originial post: here

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Google's six-second challenge finds agencies shrinking to fit fairy tales for Sundance


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