Creative use of maps at Cannes 2012

Google Maps and other similar technologies are providing new and exciting platforms for very engaging ideas.

One of my favourites was ‘Trail’ View for Nature Valley Granola Bar. Using Google Street View’s cameras (but adapted to be carried by a person instead of a car), they set out to build Trail View maps of some of America’s most famous National Parks. The result is the impressive Nature Valley Trail View website where you can virtually walk around and see it as if you were there. Guess which one is going to be the granola bar of choice of hikers?

Another interesting example is for the compact car Toyota IQ. And to demonstrate that, they went out to record the most narrow streets in Belgium where the Google car couldn’t access.

Both campaigns make the brand creatively relevant by providing utility and entertainment powered, but publicly available tools.

More Cannes themes and examples to come in the next following days.

Regional Executive Creative Director, Geometry Global Asia Pacific