IBM: What Makes You Special?

Part of a multimedia b-to-b campaign, these posters, seen in major airports around the world, are intended "to inspire today's business leaders" via the idea that "IBM can help them innovate in a multitude of ways," according to O

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Part of a multimedia b-to-b campaign, these posters, seen in major airports around the world, are intended "to inspire today's business leaders" via the idea that "IBM can help them innovate in a multitude of ways," according to O&M/New York group creative director Greg Ketchum. The objective is "to create something that business travelers haven't seen before and engage them on a topic that they aren't used to hearing about from IBM." The "innovation" message is adapted to a variety of business perspectives, ranging from "creativity" to "results." As for the psychedelic/surreal cast of the ads, "If you're going to be so bold and provocative as to ask people to be special, then the work has to be as special as the message itself," says Ketchum. We lead with a particularly fanciful piece, illustrated by Andy Potts, www.andy-potts.com.
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About

Credits
Date
Apr 06, 2006
Client:
IBM
Chief Creative Officer:
Chris Wall
Senior Art Director:
Mike Hahn
Senior Copywriter:
Ryan Blank
Art Buyer:
Wendy Withers
Illustrator:
Sophie Toulouse
Illustrator:
Faiyaz Jafru
Illustrator:
Mika Pollack
Illustrator:
Paul Willoughby
Illustrator:
Toby Neilan
Illustrator:
Chris Kasch
Illustrator:
Andy Potts
Group Creative Director:
Tom Godici
Group Creative Director:
Greg Ketchum
Executive Creative Director:
Susan Westre
Agency:
Ogilvy & Mather New York
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