Google introduced the “Demo Slam” site in October 2010 as a way to encourage internet users to explore Google’s technological innovations. Visitors to demoslam.com were invited to create videos that would demonstrate the capacities of local internet search, search by photographing, search by voice, speaking a new language, results as you type, the ultimate image search, universal search, and the ability to personalise Google. The results were put up for “slams” in which voters would choose between combinations of demos. Five of the best, Extra Spicy, Realtime Karaoke, Chubby Bunny, Rushmore and Route 66, were awarded with a Gold Film Lion at Cannes International Festival of Creativity. The campaign as a whole won a Silver Cyber Lion.
Three girls use Google Translate to call a real Indian restaurant and order in Hindi for their Demo Slam. This demo is the real deal; nothing was faked. Click on the image below to play the Extra Spicy video in YouTube (HD)
A band composes a song using only results from Google Realtime Search for their Demo Slam. This demo is the real deal, and uses real results. Click on the image below to play the Realtime Karaoke video in YouTube (HD)
The Paul brothers play Chubby Bunny with Google Search by Voice for their Demo Slam. Click on the image below to play the Chubby Bunny video in YouTube (HD)
A group of friends recreates Mt. Rushmore and uses Google Goggles for their Demo Slam. Click on the image below to play the Rushmore video in YouTube (HD)
Two couples take a road trip down Route 66 with Google Street View. Click on the image below to play the Route 66 video in YouTube (HD)
The Demo Slam campaign was developed at Johannes Leonardo, New York, and Google Creative Lab by chief creative officers Jan Jacobs, Leo Premutico, creative director Robert Wong, creative leads Tristan Smith and Jonathan Koffler, designer Ed Kim, copywriter Chris Trumbull, art directors Dave Tomkins, Ben Clare, Alex Romans, copywriters Iain Nevill, Ben Clare, agency producer Matthew Mattingly, account manager Dean Rubinstein.
The site was designed by graphic designers Jeppe Aaen and Anders Jessen at Hello Monday.
Filming was shot by directors Trevor McMahan (“Rushmore” and “Realtime Karaoke”) and Tim Abshire (“Extra Spicy”, “Route 66″ and “Chubby Bunny”) via Rabbit Content with producers Douglas Howell, Joby Barnhart, James Blom, editor Tyler Temple Higgins, sound designers Will Bates, Phil Mossman, Lucy Alper.
Music is by Fall On Your Sword.