Cannes Lions

IBM RESEARCH

OGILVY NEW YORK, New York / IBM / 2013

Awards:

1 Gold Cannes Lions
1 Silver Cannes Lions
2 Bronze Cannes Lions
2 Shortlisted Cannes Lions
Case Film
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Case Film
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Overview

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Credits

OVERVIEW

Description

Branded entertainment is increasingly common in the United States. And this particular medium – YouTube – is filled with it. As well as millions of other non-branded pieces of entertainment. So to stand out in this world, we knew we had to do something really special.

Execution

At its most basic form, this is really a product demonstration of IBM’s ability to control atoms – an ability they use to explore the limits of atomic memory. Here, however, we’re using this ability to create content that shows how exciting science can be. IBM has a proud history of making smart, elegant films that spread the word about science. By breaking new ground with a film – the first made with atoms – this movie is adding to that lineage. As for originality, this movie was made in a completely new medium and even set a Guinness World Records ™ record.

Outcome

IBM loved this simple, shareable way to spread the word about science and data storage, and the film was accepted into the Tribeca Online Film Festival and shown at the New York Tech Meet-up and the World Science Festival. The film, now in the top 1% of all most-watched YouTube videos, surpassed 1 million views in 24 hours, and 2 million views in 48 hours, with more than 27,000 likes. It was trending on twitter on its release day and totaled more than 21,000 social media mentions with 96% positive sentiment, increasing IBM social mentions by 137%. As of submission, the film garnered 2.4 million news impressions (not including television coverage) and 23.6 million impressions overall, effectively reaching all targets — the science, tech, film, education and entertainment communities — with a strong global reach (33% of online activity from Europe, 10% from China and 8% from India, Australia and Japan).

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