IBM Design & Branding THINK: AN EXPLORATION INTO MAKING THE WORLD WORK BETTER by SYPartners

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THINK: AN EXPLORATION INTO MAKING THE WORLD WORK BETTER

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Industry IT Solutions & Professional Networks
Media Design & Branding
Market United States
Agency SYPartners
Director Mathew Cullen
Associate Creative Director David Fowler
Executive Creative Director Susana Rodríguez De Tembleque
Creative Director Jesus De Francisco, Nicolas Maitret, Kaan Atilla, Ben Roth
Producer James Taylor Sue Lee, Javier Jimenez Annie Johnson, Peter Nelson, Rob Newman, Andrew Merkin, Lyn Gaza
Released September 2011

Credits & Description

Category: Exhibitions & Live Events
Advertiser: IBM
Product/Service: IBM CENTENNIAL CELEBRATION
Agency: SYPARTNERS
Executive Creative Director: Susana Rodríguez De Tembleque (SYPartners)
Creative Director: Nicolas Maitret (SYPartners)
Brand Character: Keith Yamashita (SYPartners)
Project Manager: Sabrina Clark (SYPartners)
Graphic Designer: Heui Jin Jo (SYPartners)
Content Director: Jeff O'Brien (SYPartners)
Production Designer: Vasilia Emmanouilides (SYPartners)
Production Designer: Sarah Keough (SYPartners)
Production Designer: Joel Chevallier (SYPartners)
Production Designer: Jimmy Stones (SYPartners)
Executive Creative Director: Mathew Cullen (Mirada)
Head of VFX & Animation: John Fragomeni (Mirada)
VFX Supervisor: Andy Cochrane (Mirada)
VFX Supervisor: Jonah Hall (Mirada)
VFX Supervisor: Zach Tucker (Mirada)
Dataviz Consultant: Casey Reas (Mirada)
Dataviz Lead: David Wicks (Mirada)
Creative Director: Kaan Atilla (Mirada)
Creative Director: Jesus de Francisco (Mirada)
Associate Creative Director: David Fowler (Mirada)
Senior Art Director: Jonathan Wu (Mirada)
Producer: Andrew Merkin (Mirada)
Producer: Peter Nelson (Mirada)
Producer: James Taylor (Mirada)
Producer: Lyn Gaza (Mirada)
Post Production Coordinator: Andrin Mele-Shadwick (Mirada)
Principal in Charge: Ralph Applebaum (Ralph Appelbaum Associates, Inc.)
Project Director: James Cathcart (Ralph Appelbaum Associates, Inc.)
Executive Producer: Alex Vlack (Ralph Appelbaum Associates, Inc.)
Senior Producer: Lilly Preston (Ralph Appelbaum Associates, Inc.)
Project Manager: Caitlin Mennen-Bobula (Ralph Appelbaum Associates, Inc.)
Director: Mathew Cullen (MTh)
Executive Producer: Javier Jimenez (MTh)
Producer: Annie Johnson (MTh)
Producer: Rob Newman (MTh)
Director of Photography: Guillermo Navarro (MTh)
Executive Lead: Fiona Bruder (George P. Johnson)
Creative Director: Ben Roth (George P. Johnson)
Media placement: Temporary Exhibit - Lincoln Center, New York City - September 23, 2011

Describe the brief from the client
IBM asked the creative team to imagine a meaningful expression of the brand to celebrate the company’s 100th anniversary. Diving deep into the history of IBM, the team recognised a legacy of inspiring widespread understanding of science and technology. With the last big public expression of that position well in the past (the Eames and Saarinen-designed projects of the 1960s), the team believed it was time to create a new bold public statement.

Describe the challenges and key objectives
The THINK exhibit aimed to change today's conversation about technology, focusing on how people can make the world work better through innovation. The goal was to engage the public in a discussion on IBM's Smarter Planet agenda. The challenge was to make the experience relevant to a broad range of audience, from CEOs to school kids.

Once the creative team settled on the format and goal of the exhibit, they partnered with IBM to examine innovation and progress throughout history, identifying the patterns that have driven the perpetual forward momentum of humankind.

Describe how you arrived at the final design
The team worked with many experts - from researchers building traffic models to biologists studying the rice genome - to ensure scientific accuracy in every detail. Then the designers, film makers, developers, and architects translated the science into an emotional and visceral experience.

THINK consisted of 3 distinct moments: a real-time data visualisation of NYC systems (traffic on Broadway, solar potential of rooftops, air quality in the city) being tracked and mapped on a 123-foot digital wall; a 10-minute film playing in an immersive field of 40 digital panels; and interactive modules that invited participants to contribute their thoughts on progress.

Give some indication of how successful the outcome was in the market
THINK drew more than 25,000 visitors during its run at Lincoln Centre. IBM polled exhibit visitors and found that more than 70% of adults felt inspired to think more about making the world work better. The survey showed a 57% increase in the public’s familiarity with the IBM brand and its Smarter Planet agenda. Press coverage included features by the New York Times, ABC News, Scientific American, and the Huffington Post, among others. More than 1.9m Twitter impressions about THINK were logged from September 5 to October 28, 2011.