Agency: OGILVY FRANCE
Date of First Appearance: Jan 3 2011
Entrant Company: OGILVY FRANCE, Paris, FRANCE
Entry URL: http://www.youtube.com/watch?v=ao4g5pU5kKc
Executive Creative Director: Chris Garbutt (Ogilvy France)
Creative Director: Susan Westre (Ogilvy France)
Copywriter: Fergus O'Hare (Ogilvy France)
Art Director: Ginevra Capece (Ogilvy France)
Designer: Sid Tomkins (Ogilvy France)
Illustrator: Noma Bar (Dutch Uncle)
Account Manager: Ben Messiaen (Ogilvy France)
Account Manager: Eleonore Di Perno (Ogilvy France)
Account Manager: Sean Palmer (Ogilvy France)
Account Manager: Ben Ende (Ogilvy France)
Global Brand Enhancement Program Lead: Suzanne Assaf (IBM)
Media placement: Press (X6) - Wall Street Journal - Jan 3rd, 2011
Media placement: Outdoor Billboard (X6) - JFK, LaGuardia, Chicago O’Hare, LAX - March 1st, 2011
Media placement: Outdoor Digital Billboard (X6) - JFK, LaGuardia, Chicago O’Hare, LAX - March 1st, 2011
Describe the brief from the client
Two years ago, IBM launched the Smarter Planet campaign. It advocates that by making the world’s systems smarter, many of its old problems can be faced in completely new ways. But what actually happens when the planet gets smarter? We need a campaign that now demonstrates the evidence of these smart things happening around the world, and show how they’re improving business and people’s lives.
Describe the challenges and key objectives
IBM helps make everything from roads, to trains, to food smarter – by cutting congestion, delays, food waste and more. The task was to spread awareness of the solutions that make it all possible and show the collaboration between the customer and IBM, along with real results and outcomes. We need to tell complex stories in a simple and compelling way that everyone from the man on-the-street to the corporate CEO will get. And remember.
Describe how you arrived at the final design
We sought out renowned illustrator Noma Bar, who is known for his technique of "negative space" where hidden messages often exist in a single illustration and there’s a lot more going on in the illustration than apparent at first glance. Noma’s witty and smart illustrations were the perfect vehicle to help us tell highly complex stories with stunning simplicity and show the collaboration between the customer and IBM, along with the outcomes for the customer.
Give some indication of how successful the outcome was in the market
Since the purpose of this campaign is to generate awareness and interest in IBM’s Smarter Planet solutions, the best way to measure results is in the latest IBM Earnings Report. IBM beat Wall Street’s earning outlook, with stock at an all time high. All major business units delivered year over year growth – and specifically, the Smarter Planet revenue is up 20% year over year. In addition to the hard numbers, the campaign spread like wildfire in the blogoshpere with digital influencers from multiple countries praising the simplicity and impact of the campaign messages.
The Print Ad titled Bino Wheels was done by Ogilvy France advertising agency for product: IBM (brand: IBM) in France. It was released in the Sep 2010.