IBM
Smart Loves Problems
Let’s put smart to work
In an industry where competitors present themselves as solution-focused, we decided to approach it with a different perspective and embrace the scariest word to any company: problems. Our strategic breakthrough led to the rollout of a global, 360º campaign highlighting big industry problems and why IBM is the right partner to help you solve them.
The Hot House
The brand positioning ‘Let’s Put Smart to Work’ wasn’t resonating with our audience, so WPP assembled a team of creatives and strategists from AKQA, Ogilvy, and Grey to find a solution.
Just two days into the five-day off-site, our team cracked it, proposing the line and brand platform that helped build an entire campaign. We demonstrated that Smart Loves Problems gave IBM a unique perspective, was true to the brand’s DNA, and could flex across every IBM product on the market. Smart Loves Problems was sold into the client before we even flew home.
The Launch
The campaign was launched on the moon landing anniversary — coordinated and calculated by IBM machines and employees. It was announced with the manifesto and TV scripts developed at the Hot House, signaling IBM’s intent to build the future, as they’ve done so often in the past.
Creative: Joe Fox
Creative: Ricky Bowry
Group Creative Director: Johnny Budden, Resh Sindhu // Creatives: Tim McDonell, Khoi Phan, Evan Dunn // Design Director: Carlos Matias // Designer: Antoine Christian, Felipe Yamaoka, Carlo Clerici // Editor: Cody Rubino // Strategy: Dan Ansell // Client Services: Nick Camacho
The Anthem
Based on a few real-life events from the off-site itself, like flickering lightbulbs and lost luggage, we begin collectively drafting the campaign TV spot, with the Ogilvy team executing it on our return.
As well as problems which resonate with our audience, the new strategy honed in on the need to humanize the idea of ‘smart’. A series called the ‘Problem Solvers’ highlighted the people who are turning problems into opportunities to help build a better future.
Smart Talks
One of our biggest activations to bring Smart Loves Problems to life was through a podcast. Episodic content that brings the smartest minds on the planet together to solve problems — hosted by the revered Malcolm Gladwell. A huge success, Smart Talks has just entered its third season.
October 3-7 | Starting at $500Creative: Joe Fox
Creative: Ricky Bowry
Executive Creative Director: Jeff Curry // Group Creative Director: Resh Sidhu, Rich Wallace, Marc Hartzman // Creative Director: Abe Baginsky, Jon Wagner // Technical Director: David Justus // Creative: Nicole Narvaez, Matthew Coleman, Eric Yoon, Parker Lee // Strategy: Nick Smat