Agency: OgilvyOne Worldwide, New York
Name of campaign: “Color Sensitive Billboard”
Launch date: March 2010
Creative credits: Executive creative directors: Tom Godici, Greg Ketchum; group creative director: Adam Lau; associate creative director/copywriter: Jones Krahl; associate creative director/ art director: Milton Correa; digital artist/multimedia: Justin Bakse; producer: Ed Zachmeyer; illustration: The Office
Why we liked it: IBM’s current branding is about creating a “Smarter Planet.” The thought leadership campaign is built around promoting IBM’s position in enabling analytics and reaction to real-time data to help machines function more efficiently and interact more effectively with the people using them. IBM’s TheSmarterCity Experience, an 8-by-12-foot digital interactive active display at JFK International Airport, is one element in this branding effort. The display clearly demonstrated the capability of machines to interact with people. For instance, the board used a color sensitive camera that noted the colors worn by passers-by and changed the colors of the LED lights to match. Visitors who stopped by could interact with the board, via touchscreen, and learn more about how IBM is making energy, transportation and health care more efficient in cities around the globe. OgilvyOne, which created the display for IBM, said it received 5,000 mentions on Twitter within the first two weeks after the display was in place.