Dow Chemical Outdoor Dow Chemical Company: Giant Chalkboard by DraftFCB Chicago

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Dow Chemical Company: Giant Chalkboard

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Industry Chemicals, Fertilizers & By-products, Metallurgy, Business equipment & services, Corporate Image
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency DraftFCB Chicago
Executive Creative Director Todd Tilford
Creative Director Ron D'innocenzo
Art Director Derek Julin
Copywriter Terin Izil
Strategic Planner Lakshmi Rengarajan
Released September 2011

Credits & Description

Solutionism. The new optimism.

On Monday, 9/19 at the corner of Broome and Crosby in SoHo, Manhatten, 90,000 people walked by a giant 46 foot long chalkboard with only a twitter handle (@giantchalkboard) and website ( On Tuesday, the chalkboard began to reveal an elaborate equation full of challenging twists and turns that combines mathematics with numbers that are significant to scientific human achievements throughout history. As the painters were writing out the mathematical poem over a 4 day time span, there was only a banner that teased, “Solutionism. The new optimism.” Throughout the execution, people – both math enthusiasts and everyday passers-by - were invited to participate and guess portions of the equation through the website and the twitter handle, which provided clues and prompts to the significance of the numbers. On the fifth day, the answer was revealed to be 7 billion, which represents the soon-to-be world population.

Advertising Agency: Draftfcb, Chicago, USA
Executive Creative Director: Todd Tilford
Group Creative Directors: Doug Behm, Jon Flannery
Creative Director: Ron D'Innocenzo
Art Director: Derek Julin
Copywriter: Terin Izil
Agency Producer: John Bleeden
Community Manager: Maxwell Julius
Strategic Planner: Lakshmi Rengarajan