IBM Design & Branding THE BEAUTY OF REAL TIME DATA by Ogilvy Rio De Janeiro

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Industry IT Solutions & Professional Networks
Media Design & Branding
Market Brazil
Agency Ogilvy Rio De Janeiro
Executive Creative Director Fred Saldanha, Claudio Lima, Tiago Meloni
Art Director Micky Huang, Douglas Mussashi Shintaku, Renato Rozenberg, Marcos P. Ribeiro
Copywriter Leandro Neves, Rafael Campos
Producer Rubens Ângelo
Account Supervisor Bruno Perez
Released July 2011

Credits & Description

Category: Online Digital Design
Advertiser: IBM
Product/Service: SMARTER CITIES
Chief Creative Officer: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Claudio Lima (Ogilvy Brasil)
Executive Creative Director: Fred Saldanha (Ogilvy Brasil)
Creative Director: Marcos Ribeiro (Ogilvy Brasil)
Copywriter: Leandro Neves (Ogilvy Brasil)
Copywriter: Rafael Campos (Ogilvy Brasil)
Art Director: Marcos Ribeiro (Ogilvy Brasil)
Art Director: Micky Huang (Ogilvy Brasil)
Art Director: Mussashi Shintaku (Ogilvy Brasil)
Art Director: Renato Rozenberg (Ogilvy Brasil)
General Manager: Maurício Tortosa (Ogilvy Brasil)
Regional Business Director: Chad Cathers (Ogilvy Brasil)
Account Director: Carla Parretti (Ogilvy Brasil)
Account Supervisor: Bruno Perez (Ogilvy Brasil)
Planner: Tiago Sato (Ogilvy Brasil)
Marketing And Communication Director: Mauro Segura (IBM)
Brand System And External Communications Executive: Fabiana Galeto (IBM)
Advertising Leader For IBM Brand System Brazil: Ligia Zotini (IBM)
Digital Marketing Lead/Brand System: Fernando Souza (IBM)
Producer: Rubens Ângelo (Ogilvy Brasil)
Media placement: Web Banner Richmedia - - 11-7-2011

Describe the brief from the client
Let Rio’s population know about the Operation Centre and how it’s helping create a smarter city.

Describe the challenges and key objectives
We reached the final design trying to create a mix between worldwide known symbols (weather symbols like sun, clouds or rain) and a recognisable representation of data.

Describe how you arrived at the final design
The main challenge was to recreate a huge amount of data into something that could deliver the main message.

Give some indication of how successful the outcome was in the market
For IBM, design is part of their message, and the 200,000 users impacted everyday shows that a crafty design can deliver it.