As part of their Smarter Planet campaign, IBM teamed up with illustrator Noma Bar for a very clever set of posters. Just what does IBM mean by a smarter planet?
"When we talk about a smarter planet, you can say that it has two dimensions. One is to be more efficient, be less destructive, to connect different aspects of life which do affect each other in more conscience and deliberate and intelligent ways. But the other is also to generate fundamentally new insights, new activity, new forms of social relations. So you could look at the planet as an information, creation and transmission system, and the universe was hearing its information but we weren't. But increasingly now we can, early days, baby steps days, but we can actually begin to hear the planet talking to us."
How do you tell complex stories in a simple way that everyone from the man-on-the-street to the corporate CEO will understand? And remember? Ogilvy Paris and IBM have done just this. The new ‘Smarter Planet Outcomes’ campaign shows the evidence of smart things happening around the world in a simple but graphic way.
Mr. Bar is known for his "negative space" technique where hidden visuals are often found in a single illustration, resulting in highly graphic work deserving of a second look.
Ogilvy is the first agency to collaborate with Noma Bar for advertising purposes. Mr. Bar had designed covers for editorials such as the New Yorker, Esquire and the Guardian, and saw the obvious use of his craft in the creative idea Ogilvy Paris proposed for IBM.
“Noma was the perfect fit for the IBM brand and smarter planet. His witty and smart illustrations were the perfect vehicle to help us tell highly complex stories with stunning simplicity,” - Fergus O’Hare, Creative Director, Ogilvy Paris.
Starting out as a European initiative, the work soon found itself picked-up virally and spread around the world on blogs.
“I loved this idea the moment I saw it. It was smart, and made the viewer think. I was excited to take this idea, originally designed for posters, and broaden its use.” - Ann Rubin, VP of Global advertising
The Smart Planet Outcomes campaign is running in major US newspapers beginning in January, and will roll out in major US airports in February.
“This is an excellent example of the strength of the Ogilvy/IBM creative network, where a fantastic idea can come from a team in Paris and spread to the world,” - Susan Westre, WW Creative Director on the IBM account.
Agency: Ogilvy & Mather
Paris Client: IBM WW
Creative Director: Susan Westre Copywriter
Creative Director: Fergus O'Hare Art Director
Creative Director: Ginevra Capece
Designer: Sid Tomkins
Illustrator: Noma Bar
Client: Ann Rubin, VP
Global Advertising; Suzanne Assaf,
Brand Enhancement European Marketing.
Account Managers: Ben Messiaen, Eleonore Di Perno
Format: OOH, Digital, Print, Posters