Technology began as an austere, cold concept. Technology as we understand it going into 2010 has evolved so far from those fearful notions of Y2K in 1999. In 1999 computers and technology were helpful parts of life, yet still feared. Uncertainty, uncontrolled-lest we forget the sheer terror of the clock striking midnight December 31, 1999? What is this machine capable of when the numbers changed?  But times are a changing as we shift into a new decade. Technology is yet again re-born with a more human face. And no, I’m not talking about Max Headroom.

But how and why did this happen? Well, it started when innovation found a soul and beating heart. And then the magic began. The machine became less…machine-y. Thanks to brands like Apple, technology became approachable and easy.  Designed FOR humans and the way they interact and behave rather than just pure utility. Techno-phobes, who were plagued with deep-set fears of being unable to program a VCR began to dissipate. Technology became our friend and trusted partner.

Then this little thing called social media emerged. And suddenly (actually not so suddenly) technology wasn’t so scary any more. It became what connects us to other people, places and things in our lives that truly matter. “Googling” became the way to answer life’s great questions. And soon enough, life without technology was a distant memory.

I don’t often write about a single campaign persay, but this is going to be an exception. The Google Chrome work is just too good to not talk about here. BBH Labs London/NYC and Glue have put together a fabulous series of video vignettes in support of Google Chrome-bringing to life the heart and functionality of the Chrome browser.

Click here to view the embedded video.

This is a case study epitomizes so many things that illustrate the “best in show” of campaigns: storytelling, a “big idea” (and to some degree, a series of smaller ideas that build into a big idea) and extraordinary creative execution.  Watching “the making of” is quite an experience. The meticulous (and potentially dangerous!) use of mercury, harpists delicately interpreting the finest motions (wearing a mask) and the absolute passion of the crocheting director is awe-inspiring. And it made cold technology something warm and inviting. It was a human experience. In that beautiful notion of life and art meeting technology. In a very Google sort of way.

Click here to view the embedded video.

What is a “google experience” –to anyone who attended the recent planning conference reading this, let’s go back to that session building apps for Chrome. We learned that everything about google is about solving user problems without ever disturbing the user experience. Seamless integration. But it always comes back to being about appealing to the most human needs in technology. This campaign is an artful, fun and approachable manifestation of that idea.

You MUST read this article from BBH Labs to get a true appreciation:

http://bbh-labs.com/google-chrome-behind-the-scenes