IBM Design & Branding THESMARTERCITY by Ogilvy & Mather New York

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Industry IT Solutions & Professional Networks
Media Design & Branding
Market United States
Agency Ogilvy & Mather New York
Art Director Sarah Nguyen
Copywriter Andrew Mellen
Illustrator Thomas Porostocky
Released March 2011

Credits & Description

Category: Online Digital Design
Advertiser: IBM
Product/Service: IBM
WW Executive Creative Director/IBM: Susan Westre (Ogilvy)
Creative Directors: Mike Hahn/Ryan Blank (Ogilvy)
Art Director: Sarah Nguyen (Ogilvy)
Copywriter: Andrew Mellen (Ogilvy)
Executive Digital Producer: Tracy Moore (Ogilvy)
Executive Music Producer: Karl Westman (Ogilvy)
Digital Producer: Aneela Idnani (Ogilvy)
Technical Project Lead/Rich Media: Ian Crowley (Ogilvy)
Senior Motion Graphics Artist: Jason Shevchuk (Ogilvy)
Flash Developer: Gicheol Lee (Ogilvy)
Senior Flash Programmer: Guojian Wu (Ogilvy)
Flash Developer: Tim Murray (Ogilvy)
Senior Motion Graphics Artist: Robert Paynter (Ogilvy)
Motion Graphics Artist: Joe Digerolamo (Ogilvy)
Motion Graphics Artist: John Dretzka (Ogilvy)
Illustrator: Thomas Porostocky (Ogilvy)
Media placement: Microsite - Internet - 9 March 2011

Describe the brief from the client
For the first time in history, half the world lives in cities. And every day, more and more arrive. So how do we keep traffic flowing? Or protect citizens while protecting their privacy? The technology to solve these problems exists. But without public support, our governments can’t institute these changes. For our cities to thrive, citizens must become informed and engaged. IBM asked us to do just that.

Describe the challenges and key objectives
The challenge laid in selling (or even explaining) a system of solutions that affects millions of people over thousands of square miles with benefits that accrue over decades. The solutions are enormous, and the tools are often invisible.

Describe how you arrived at the final design
We brought the smartest ideas from around the world together to create TheSmarterCity - an immersive, interactive experience designed to show how cities all over the world are using advanced technology to help address some of the biggest problems facing our planet. Design plays an enormous role in TheSmarterCity. With subject matter that’s as complicated as it is complex, simplicity and clarity were essential. To make topics like analytics and RFID tags emotional, we had to make them entertaining.

Give some indication of how successful the outcome was in the market
TheSmarterCity quickly became the foundation of IBM’s Smarter Cities initiative. As a primary sales tool, it’s helped IBM to start 2,500 projects in cities around the world. And in the end, it’s become the visual identity of $1.3bn in revenue.