Continuing its relationship with Google, TEAK concepted and delivered a unique microsite that promotes the new Chrome notebook by asking users to take part in destroying notebooks in elaborate and entertaining ways. The destructions demonstrate a major advantage of Chrome OS: All of your apps, documents and settings are stored safely in the cloud.
“We wanted to highlight the speed and statelessness of Chrome OS in a fun way,” noted TEAK EP Greg Martinez. “So we created this concept of destroying the computer over and over to really emphasize that, regardless of what happens to your computer, your data would be safe.”
The easy-to-use site opens on a close-up shot of a Chrome notebook, with a chat box sitting off to the side. A “Lab Tech” welcomes users via chat, tells them about the notebook’s many features, and asks them to instant message suggestions for ways to destroy the laptop. A lab assistant in a hazmat suit then calmly picks up the computer and the screen shifts to footage matching or closely resembling the user’s instructions. User favorites so far include “flame,” “TNT,” “gorilla” and “ninja.” Enter “elephant stampede,” and the computer is placed on the floor before a stampeding herd of human feet (elephant trumpets are added for effect). Enter “chainsaw,” and the assistant tosses the device into a wood chipper.
After each sequence, the lab assistant brings in a new computer, at which point users can see that the information is completely intact on the new machine. If users overdo it on foul language or disengage for too long, the tech may end the session. Users can also apply to take part in the Chrome notebook Pilot program to receive a free computer in return for their feedback.
Visit the microsite for destructive fun: http://www.google.com/demolab/
The site is the second half of a concept-to-completion campaign. The first half consisted of a YouTube video, in which a puzzlingly calm engineer clicked his way through the creation of a poster advertising his friend’s lost cat, even as a parade of diabolical lab assistants in hazmat suits strolled past, plucked his laptop away, destroyed it, then brought him a new one before repeating the cycle. Watch it here.
Credits
Client: Google
Website: Demo Lab
Launch Date: December 21, 2010
Content Creation Company: TEAK
Creative Director: Greg Rowan
Associate Creative Director: Michael Chessey
Copywriter: Annie Sloan
Developers: Alex Martinez, Martin Strauss
Account Director: Joe Silvestri
Director of Interactive Production: Angelina Muffelletto
Producers: Corinne Crowley, Kyra Ivanoff, Christie Perkinson, Emily van Nierop
Editors: Martin Strauss, Sean Turner
Production Artist: Wenny Lo
Utility Man/Superman: Mike Mizono
Line Producers: Christopher Hall, Courtney Harrell
About TEAK
TEAK is a San Francisco-based collective of film, editorial, animation and interactive content creators whose medium is everything digital. The dynamic full-service production, post-production, motion graphics, and interactive media studio features a roster of directors, editors, VFX artists, designers, animators web developers who form a creative think tank of talent that crafts unique viral campaigns, commercials, and branded entertainment. TEAK strives to deliver a complete online brand experience with a custom-built integrated digital development center, where they do digital planning and front and back-end site building, and create branded content, including video shooting, editing, and animating. TEAK‘s clients include major ad agencies and direct-to-client relationships with brands such as Google and Sony. www.teakdigital.com
