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IBM
From Hidden Figures to STEM Stars

RAN IN: United States

CLIENT
IBM

Ann Rubin, VP, Branded Content & Global Creative
Jacelyn Swenson, Manager, Global Brand Programs
Cindi Ellis, Advertising Manager

AGENCY
Ogilvy *Lead Agency

Eva Augustyn, Group Planning Director
Marisa Moody, Planner
Lindsey Harris, Account Executive
Nick Robbins, Management Supervisor
Merrin McCormick, Creative Director
David Ross, Executive Producer
Elizabeth Lucas, Executive Content Producer


SUMMARY

Today, tech companies are not judged by their products alone, but also by their response to critical issues - such as lack of workplace diversity. Presented with the opportunity to sponsor the movie Hidden Figures, IBM chose not to focus on its product featured in the plot, but to continue the movie’s work by uncovering and celebrating more diverse role models in order to inspire the next generation of STEM stars. This effort not only inspired millions but made 60% of business prospects more favorable to working with IBM.

CASE VIDEO


Hero Medium: BRANDED CONTENT

Medium Featured On Video: BRANDED CONTENT;EVENTS;MOBILE/TABLET;PRINT

Audience: Cultural or Ethnic Group

Objectives: Build, change corporate image

Type: Business-to-Business

Classification: National

Language: English