IBM Print Think by Ogilvy & Mather New York

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Industry IT Solutions & Professional Networks
Media Print, Magazine & Newspaper
Market United States
Agency Ogilvy & Mather New York
Executive Creative Director Susan Westre
Released May 2012


London International Awards 2012
Poster Use of Typography Campaign Gold Winner
Poster Art Direction Campaign Silver Winner

Credits & Description

Entrant: Ogilvy New York, New York
IBM - "Think"
Corporate Name of Client: IBM
Agency: Ogilvy New York, New York
Chief Creative Officer: Steve Simpson
Executive Creative Director: Susan Westre
Creative Directors: Chris Van Oosterhout/Jeff Curry/ Marcos Ribeiro/Sid Tomkins
Copywriters: Sam Mazur/Marcos Ribeiro/Leandro Neves/ Rafael Campos
Art Directors: Chris Van Oosterhout/La Mosca/
Sid Tomkins/Carl De Torres/Sebastian Onufszak/
Mussashi Shintaku/Marcos Ribeiro/Micky Huang/
Ramona Todoca/Johnny Budden/Renato Rozenberg/
Eduardo Doss
Description of the Project
As a part of their centennial celebration, IBM created a public exhibit at New York's Lincoln Center called THINK— an innovative exhibition which combined art, science and technology. The event challenged people to do one thing: Think. But first, we had to get them there.
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. 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.
Eighteen 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.