PARIS, 17 January 2011 – 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.
Looking for a visual way to communicate a complex story, Ogilvy sought out renowned illustrator Noma Bar. 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 Mr. 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,” said 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.
Ann Rubin, VP of Global advertising, based in Armonk, New York, was eager to extend the reach of the campaign. “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.”
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,” said Susan Westre, WW Creative Director on the IBM account.
International Press Contact: Kim Ball, Ogilvy & Mather Paris +33 673 98 0523
About Ogilvy & Mather
Ogilvy & Mather, France is an advertising agency of the Ogilvy Group since 1972 and a part of WPP, one of the largest communication conglomerates in the world. Key clients of Ogilvy France include Louis Vuitton, Dove, Perrier, Ford, IBM, Nestlé, Coca-Cola, Duracell, WWF, Vittel. . . among others.
Agency: Ogilvy & Mather, Paris
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
Date: January 17, 2011
Format: OOH, Digital, Print, Posters