To show how digital interaction can make ads more compelling, Google helped the Argentina agency Almacen transform a non-award-winning print ad into the Cannes Gold Lion victor in the direct category. Google worked on Almacen's campaign about purchasing through a payment plan at the store Ribeiro. The digital enhancement: 50 taxis with screens that showed customers what items they could buy at Ribeiro for a monthly payment equal to their cab fare, and a provided receipt for a free first payment.

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