IBM Design & Branding TURNING NEGATIVES INTO POSITIVES by Ogilvy & Mather New York

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TURNING NEGATIVES INTO POSITIVES

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Industry IT Solutions & Professional Networks
Media Design & Branding
Market United States
Agency Ogilvy & Mather New York
Art Director Uni Son
Designer Sid Tomkins
Illustrator Noma Bar
Released December 2011

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: IBM
Product/Service: IBM
Agency: OGILVY NEW YORK
Co-Agency: (Ogilvy New York)
Co-Agency: (Ogilvy Paris)
Chief Creative Officer, North America: Steve Simpson (Ogilvy)
WW Executive Creative Director/IBM: Susan Westre (Ogilvy)
Creative Directors: Fergus O'Hare/Ginevra Capece/Seth Rementer/ Greg Gerstner (Ogilvy)
Art Director: Uni Son (Ogilvy)
Designer: Sid Tomkins (Ogilvy)
Illustrator: Noma Bar
Media placement: Rich Media Ad - IPad Editions Of Wall Street Journal, HuffingtonPost, And The Daily - December 2011

Describe the brief from the client
To the naked eye our world seems very much the same. But look closer and you’ll see that IBM is using analytics to help build a smarter planet: around the world, this technology is improving food safety, preventing crime and reducing traffic congestion. The brief for this campaign was to position IBM’s analytics capabilities not only as capable of solving some of the world’s greatest challenges, but also of being understood.

Describe the challenges and key objectives
Our challenge was to to present a complex subject matter in a way that was engaging and accessible, inspiring captains of industry, government leaders and forward thinkers. We aimed to make IBM’s analytics capabilities seem approachable and intuitive to an audience of information technology deciders; IBM clients or not.

Describe how you arrived at the final design
For a complex subject – analytics – we created a simple, graphically-led digital campaign that was simple and visually witty. Just as analytics can help you find the meaning in data, we used graphic ‘negative space’ to allow meaning to emerge from our animations. They're built off IBM’s heritage of using design in corporate communications, eg. Paul Rand’s celebrated 'Eye Bee M' poster from over 30 years ago.

Give some indication of how successful the outcome was in the market
This design solution made a difficult topic engaging and approachable. Our animated executions reached 5.5MM people. We delivered a click-through rate 10x the industry average, and 5x IBM's own benchmarks. Over half of those clicking through watched to the end of our content, on average spending a full 5 minutes experiencing the fuller analytics story we had to tell.