COLOUR SENSITIVE BILLBOARD by Ogilvy & Mather New York for IBM

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COLOUR SENSITIVE BILLBOARD

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Industry IT Solutions & Professional Networks
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding
Market United States
Agency Ogilvy & Mather New York
Executive Creative Director Tom Godici, Greg Ketchum
Creative Director Adam Lau
Art Director Milton Correa Jr.
Copywriter Jones Krahl Jr.
Producer Ed Zachmeyer
Illustrator The Blur Office
Released March 2010

Credits & Description

Category: Ambient: Digital Outdoor
Advertiser: IBM
Product/Service: TECHNOLOGY SYSTEMS
Agency: OGILVY NEW YORK
Executive Creative Director: Tom Godici/Greg Ketchum
Creative Director: Adam Lau
Copywriter: Jones Krahl
Art Director: Milton Correa
Illustrator: Office
Producer: Ed Zachmeyer
Other Credits: Digital Artist/Multimedia: Justin Bakse/The Studio For Interactive Media
Date of First Appearance: Mar 23 2010 12:00AM
Entrant Company: OGILVY NEW YORK, USA
Description of Ambient execution
Brief As part of a broad company strategy, IBM is helping to build smarter systems that use technology to help businesses compete. A smarter supply chain, for example, leverages information about customer preferences and trends to help companies make better shipping and inventory decisions. Capturing consumer data around something as simple as color can have massive implications around overall product sales. Solution Our solution was to build an interactive outdoor board at JFK Airport in NYC, that could change its appearance based on who was standing in front of it. Using a color sensitive camera directed at the people walking by, and several rows of LED lights, we were able to demonstrate how a smart retail system can work. Results • In the first 30 days, the unit had an average of 1,132 interactions/day. • The work was featured in leading technology and design blogs such as Gizmodo, Fubiz, Creativity, and Ffffound. • ABC News New York discovered the board and the story was picked up by several affiliates in major cities, including San Francisco and Chicago. • In the first two weeks, the billboard had over five thousand mentions on Twitter.