IBM’s ‘pollution into art’ campaign wins One World Award
A part of IBM’s “Energy Efficiency” advertising campaign, a series of 3 short videos created to convey IBM green solutions, has received the 2010 One World Award from U.S. International Film & Video Festival. The award is sponsored and selected by the International Quorum of Motion Picture Producers (IQ), Zurich, Switzerland.
Wizz Design, Clichy, France, submitted the entry, “IBM Multitask—Popsicle—Heart.” The campaign was developed by Ogilvy Paris and combined a strong and universal concept of environmental awareness, a painter named Coby Kennedy and the talented director, Jean-Francois Julian. The creative team from Ogilvy included Susan Westre, Executive Creative Director; Ginevra Capece, Creative Director; Fergus O'Hare, Creative Director, and Evelyne Callot, Producer.
The theme continued from earlier work for IBM that focused on removing carbon to create value, said O’Hare. The most recent campaign depicted pollution turned into art. The process of turning pollution (urban dirt) into art was filmed live in Paris with a surreal theme, “which made it more beautiful,” he said.
Artist Kennedy has an amazing portfolio of work, ranging from auto to clothing designs and work in the music industry. In the IBM project, he uses a direct “Carbon on Canvas” approach. He takes away the dirt from different places such as walls and cars to prepare the ink he then uses to draw on the canvas. The IBM films show in a metaphorical way that things of positive value can be produced while reducing pollution. “Extremely fun,” Kennedy wrote of the IBM project on his website, www.cobykennedy.com.
The judging team from IQ gave the production high praise: “Beautiful production values with both the visuals and with sound production, an excellent piece of communication and execution, terrific concept.”