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IBM
A Boy And His Atom

RAN IN: United States, Canada

CLIENT
IBM

John Kennedy - VP, Mktg., Global Business Services (GBS)
Ann Rubin - VP, Branded Content & Global Creative

AGENCY
Ogilvy & Mather *Lead Agency

Steve Simpson - CCO, NA
Magnus Blair - Sr. Partner, Group Planning Director
Ryan Blank - Group Creative Director
Lauren Costa - Copywriter
Kimberly Duffy - Managing Director, IBM Brand Services
Mike Hahn - Group Creative Director
Ramona Todoca - Art Director
Niels West - Assoc. Creative Director


SUMMARY

IBM is one of the worlds largest brands, but one the public scarcely encounters. To reverse falling awareness figures we turned IBM PhD nanophysicists into animators to create A Boy & His Atom, a film made from individual atoms. The film and its surrounding experience won a Guinness World Record, a Gold Cannes Lion, and the hearts of millions of viewers. It became IBMs most viewed piece of content ever, reversing long term awareness declines to drive profound business value. All for less than the price of just producing a single TV commercial.

CASE VIDEO


Hero Medium: Interactive,YouTube

Medium Featured On Video: Interactive,Consumer Involvement,PR

Audience: Boomers (45+),Children (12 and under),Men,Teens (13-20),Women,Young Men (20-35),Young Women (20-35),"Forward Thinkers"

Objectives: Increase awareness

Type: Business-to-Consumer

Classification: Multinational

Language: English