BUTTONWALL by Ogilvy & Mather USA for Ogilvy

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Ogilvy & Mather USA
Executive Creative Director Joe Sciarrotta
Released August 2011

Credits & Description

Category: Public Spaces
Advertiser: OGILVY & MATHER
Executive Creative Director: Joe Sciarrotta (Ogilvy And Mather)
Media placement: Wall - Ogilvy - March 2011

Describe the brief from the client
Paint a picture of what Ogilvy does. Not just what you see when you walk through the offices, but the real core of it, the life of it.

Describe the challenges and key objectives
Objective: New media, new technology, new habits among consumers and new business models among clients have changed the advertising business radically. The objective is to tell a story of brand building in this new, all-bets-are-off world that we work in.

Challenge: As our Chairman said recently, “Advertising agencies? Marketing companies? I hardly know what to call us these days.” So we had to create an expression of something that’s hard to even put a name on.

Describe how you arrived at the final design
“Consumers build brands the way birds build nests, from scraps and straws they chance upon." The commercial, the Facebook page, the blog, the store, a thousand pieces “accrete” into a brand in the consumer’s mind and heart.

Our “Button Wall” shows what we do in just the same way, literally thousands of images building into a single statement. Up close you’ll see a face from one of our ads or a screen grab from a client’s site. Stand back and you’ll see an image of the world of creating and communicating today.

Give some indication of how successful the outcome was in the market
The Button Wall reminds our clients, our visitors and ourselves, that we work in a new world of creating and communicating. That we must build relationships with people, not just talk to them. And that every contact counts, and we can’t always know which counts most.