IBM Design & Branding DATAISM. THE UNKNOWN ARTISTS by Ogilvy & Mather Frankfurt

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Industry IT Solutions & Professional Networks
Media Design & Branding
Market Germany
Agency Ogilvy & Mather Frankfurt
Copywriter Peter Strauss Ogilvy Germany
Released December 2010

Credits & Description

Category: Illustration
Advertiser: IBM
Product/Service: IBM
Date of First Appearance: Dec 15 2010
Chief Creative Officer/Executive Creative Director: Dr. Stephan Vogel (Ogilvy Frankfurt)
Art Direction: Christian Leithner (Ogilvy Frankfurt)
Copywriter: Peter Strauss (Ogilvy Frankfurt)
Retouching: (TAG/Redworks)
Account Management: Michael Fucks (Ogilvy Frankfurt)
Advertiser's Supervisor: Peter Gerdemann (IBM Deutschland)
Advertiser's Supervisor: Monika Zilleken (IBM Deutschland)
Media placement: Calendar - Mailing To Clients And Business Partners - 15. December 2010

Describe the brief from the client
IBM was looking for a way to add even more reach, relevance and longevity to their immensely successful "Data Visualization" campaign, especially for their key clients.

Describe the challenges and key objectives
IBM's core audience, IT and business leaders, is very busy and very demanding in their taste. If we wanted our "reminder" to make it to their office walls (and stay there for a year), we had to create something that was correspondingly convincing and compelling. Both artistically, aesthetically and with regard to the contents.

Describe how you arrived at the final design
The "data visualization" campaign showed data in a way it has never been seen before. With the calendar, we took this idea one step further, presenting data visualization as a new art form – and data itself as the "artist". With the right tools, data is able to express itself in a truly artistic way – from bold expressionist strokes to scrupulous pointillist patterns. The images in this art calendar portray a world beyond any human artist's desire for self-expression, devoid of traditional rules or representative functions. Images that are unbiased, impersonal. And at the same time, undeniably, deeply intriguing.

Give some indication of how successful the outcome was in the market
The calendar was printed in a limited edition and distributed to a select group of key clients and opinion leaders picked from IBM's German customer base. Their response was so enthusiastic, that IBMers had to part with their own reserve copies to satisfy the acute demand resulting from word-of-mouth propaganda amongst their top clients. The "Beauty of Data Calendar 2011" is about to become a collector’s item.