Think This iconic campaign for IBM’s range of PCs used the word ‘think’ in different settings, from Cirque du Soleil to a retouching practice in NYC. Each ad had a special treatment for the word think, from a forest of math equations for the author of ‘A Beautiful Mind’ to x-rays in a doctor’s office and type as architecture.
Server This print campaign used white space, bold headlines and a strict grid to highlight IBM’s server offering. Proof that however technical the information, it can still be delivered in an appealing way.
5th utility This campaign envisaged IBM’s e-business offering as an essential service. Using an iconic device and graphic photography, the campaign highlighted the ease of use that IBM’s suite of products offered.
Security Using vintage book design as our inspiration for this security campaign, we gave it a contemporary twist with pictograms and classical typography to make a strong visual impact.
On demand The campaign to launch IBM’s Business Services featured photography by Christian Stoll, and a simple “on” switch device that helped to explain visually the idea of IBM’s services that could be turned on and off instantly as needed.
Infrastructure Teased by a spoof inventor’s book campaign, this New York Times 8 page insert launched the On Demand era, featuring IBM’s complete portfolio of products to get the enterprise up to speed in the e-business economy.
Help desk Using the notion of “while you were out” slips overlaid on stunning photographs, IBM’s help desk campaign highlighted all the different solutions IBM offer using a succinct and memorable visual device, with explanatory icons.
Middleware This IBM Middleware campaign used the conceit of “vs”, to highlight the various challenges of business, and the IBM solutions that answered them. The graphic treatment is based on vintage boxing posters, and we found a hot metal and wood type shop in Brooklyn, where we pulled proofs of three different fonts, color-coding the ads to highlight each software area.
Winning plays We used football playbook diagrams to illustrate how the enterprise could go on the offensive against everyday challenges. We produced a print campaign, and a “Playbook” which allowed us to go into deeper detail. We used the sports metaphor throughout the book, including a “team formation” contents page.
