THINK by Ogilvy & Mather New York for IBM

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THINK

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Industry IT Solutions & Professional Networks
Media Print, Magazine & Newspaper
Market United States
Agency Ogilvy & Mather New York
Executive Creative Director Susana Rodríguez De Tembleque, Mathew Cullen
Creative Director Nicolas Maitret, Ben Roth
Released June 2012

Awards

Cannes Lions 2012
Design Lions Advertising Typography Gold

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Advertising Typography
Advertiser: IBM
Product/Service: IBM
Agency: OGILVY NEW YORK, USA
Advertiser IBM
Product IBM
Entrant OGILVY NEW YORK, USA
Type of Entry: Graphic Design & Design Crafts
Category: Advertising Typography
Title: THINK
Advertiser/Client: IBM
Product/Service: IBM
Entrant Company: OGILVY NEW YORK, USA
DM/Advertising Agency: OGILVY NEW YORK, USA

Executive Creative Director: Susana Rodríguez de Tembleque (SYPartners)
Creative Director: Nicolas Maitret (SYPartners)
Brand Character: Keith Yamashita (SYPartners)
Project Manager: Sabrina Clark (SYPartners)
Graphic Designer: Heui Jin Jo (SYPartners)
Principal In Charge: Ralph Appelbaum (Ralph Appelbaum & Associates)
Project Director: James Cathcart (Ralph Appelbaum & Associates)
Executive Producer: Alex Vlack (Ralph Appelbaum & Associates)
Senior Producer: Lilly Preston (Ralph Appelbaum & Associates)
Director: Mathew Cullen (MTh)
Executive Producer: Javier Jimenez (MTh)
Producers: Annie Johnson, Rob Newman (MTh)
Director of Photography: Guillermo Navarro (MTh)
Executive Lead: Fiona Bruder (George P. Johnson)
Creative Director: Ben Roth (George P. Johnson)
Content Director: Jeff O’Brien (SYPartners)
Production Designers: Vasilia Emmanouilides, Sarah Keough, Joel Chevallier, Jimmy Stones (SYPartners)
Executive Creative Director: Mathew Cullen (Mirada)
Head of VFX & Animation/ VFX Supervisors: John Fragomeni/Andy Cochrane/Jonah Hall/Zach Tucker (Mirada)
Dataviz Consultant/Lead: Casey Reas/David Wicks (Mirada)
Producers: Andrew Merkin, Peter Nelson, James Taylor, Lyn Gaza (Mirada)
Creative Directors/Associate Creative Director/Senior Art Director: Kaan Atilla, Jesus de Francisco, David Fowler, Jonathan Wu (Mirada)

Brief Explanation
We decided the best way to drive foot traffic was the humble poster. To promote this extraordinarily high-tech event, we employed a low-tech solution that harkened back to IBM’s storied design roots. 

Describe the brief from the client
As a part of their centennial celebration, IBM created a public exhibit at New York’s Lincoln Centre called THINK - an innovative exhibition which combined art, science and technology. The event challenged people to do 1 thing: Think. But first, we had to get them there.




Describe the creative solution to the brief/objective.



The brief was sent out to the entire agency network. And the response was enormous. We received over 200 submissions from offices in New York, Paris, Singapore, London and Brazil. 18 were chosen to appear throughout Manhattan - on bus shelters and subways, on trains and in wild postings - to spur New Yorkers to stop by and visit the exhibit.




Describe the results in as much detail as possible.



And it worked. Without any additional advertising, over 35,000 people were motivated to attend THINK exhibit.