Agency: Ogilvy New York
Name of Campaign: “Somewhere in America”
Launch date: September 2009
Creative credits: Group creative directors: Bruce Henderson, Witold Riedel; associate creative directors: Jeff Leaf, Robert Balog; art directors: Jorge Bache, Dave Ortega; copywriters: Cameron Fleming, Kim Healy; agency producers: Cindy Leibowitz, Sarissa Kambach, Nadia Mastromichalis; art buyer: Jessica Fiore
Why we liked it: One element of Siemens’ “Answers” marketing campaign was outdoor. We especially liked one outdoor execution, a billboard. It communicated a deceptively complex idea—that Siemens had the technology to help older and newer buildings become more energy efficient—in a clever, simple and elegant manner. The photograph here is the key. First, it is a beautiful shot: a photograph of a modern, glass building with a façade like a mirror that reflects the image of a nearby, older building. The headline gets right to the point: “Old buildings are as energy efficient as new ones—with Siemens answers for building modernization.” Siemens always does an excellent job inserting its logo into its marketing efforts and, with the company’s design standards, there’s no mistaking this billboard as anything but a Siemens ad, even moving past it at 65 mph.