IBM Print A BOY AND HIS ATOM: THE WORLD'S SMALLEST MOVIE by Ogilvy & Mather New York

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A BOY AND HIS ATOM: THE WORLD'S SMALLEST MOVIE

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Industry Computers & Computer Accessories, Software & Multimedia Productions, SaaS
Media Print, Magazine & Newspaper
Market United States
Agency Ogilvy & Mather New York
Executive Creative Director Susan Westre
Art Director Ramona Todoca
Copywriter Lauren Costa
Released May 2013

Awards

Cannes Lions 2013
PR Lions Sectors & Services; Corporate Communication Silver
Promo and Activation Lions Use of Promo & Activation; Best Use of Other Digital Media in a Promotional Campaign Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: IBM
Product/Service: IBM RESEARCH
Agency: OGILVY NEW YORK, USA
Chief Creative Officer/NA: Steve Simpson (Ogilvy & Mather)
Executive Creative Director: Susan Westre (Ogilvy & Mather)
Group Creative Directors: Mike Hahn/Ryan Blank (Ogilvy & Mather)
Associate Creative Directors: Niels West/Ricardo Leme Lopes (Ogilvy & Mather)
Copywriter: Lauren Costa (Ogilvy & Mather)
Art Director: Ramona Todoca (Ogilvy & Mather)
Agency Producers: Lee Weiss/Alicia Zuluaga/Julie Teicher (Ogilvy & Mather)
Group Planning Director: Magnus Blair (Ogilvy & Mather)
Digital Strategy: Priya Varadachary/Sissi Nie (Ogilvy & Mather)
Social: Geoffrey Colon/Stuart Tracte (Social@Ogilvy)
Media: Nitin Sinha/Katherine Moore (Ogilvy & Mather)
Video Strategy: Rob Davis/Justine Herz/Marcus Andrew (Ogilvy & Mather)
Account: Kimberly Duffy/Nicole Vilalte/Kaitlin Giannetti/Carin Pinto (Ogilvy & Mather)
Production: Sam Penfield/Leanne Amos/Nico Casavecchia/Eloi Moli (1st Ave Machine)
Editing: Peter Mostert/Lauren Basile (Hooligan)
Executive Music Producer: Karl Westman (Ogilvy & Mather)
Audio: Evan Mangiamele/Jodi Levine/Philip Loeb (Heard City)
Post Production: Michelle Seidenfrau/Kathy Hofman/Beau Burrows/Andrew Garrahan/Greg Anderson (1st Ave Machine)
Animation: (Punga)
Scientist, Animator: Andreas Heinrich (IBM)
Scientist, Animator: Christopher Lutz (IBM)
Scientist, Animator: Ileana Rau (IBM)
Scientist, Animator: Susanne Bowman (IBM)
Describe the brief from the client
Technology rules our world. And to continue pushing boundaries, we need future generations to embrace technology’s foundation — science. This pursuit, to get today’s youth to admire scientists the way they admire athletes and actors, became IBM’s mission. So they asked us: How do we spread the word about science?

Promotion Development

We made the world’s smallest movie – a piece of content we knew would be incredibly shareable and tell a story about science in a fun and engaging way. Each frame is made of hundreds of atoms (yes, real atoms), moved to their exact placements by the scientists at IBM Research — Almaden. The frames are combined into an animation, which is now the Guinness World Records ™ record holder for World’s Smallest Stop-Motion Film.


Results

IBM loved this simple, shareable way to spread the word about science and data storage, and the film was accepted into the Tribeca Online Film Festival and shown at the New York Tech Meet-up and the World Science Festival. The film, now in the top 1% of all most-watched YouTube videos, surpassed 1 million views in 24 hours, and 2 million views in 48 hours, with more than 27,000 likes. It was trending on twitter on its release day and totaled more than 21,000 social media mentions with 96% positive sentiment, increasing IBM social mentions by 137%. As of submission, the film garnered 2.4 million news impressions (not including television coverage) and 23.6 million impressions overall, effectively reaching all targets — the science, tech, film, education and entertainment communities — with a strong global reach (33% of online activity from Europe, 10% from China and 8% from India, Australia and Japan)


Relevancy to Product/Service

At its most basic form, this execution is really a product demonstration of IBM’s ability to control atoms – an ability they use to explore the limits of atomic memory and data storage. Here, however, we’re using this ability to create a compelling piece of content that shows kids, and people of all ages, how exciting science can be.