IBM “Let’s Put Smart to Work”
Campaign Launch
IBM launched a new brand campaign during the 2018 Masters Tournament, featuring commercials, print ads, and plenty of content to fill social feeds. The line, "Let's Put Smart to Work," issued a call to action to IBM's partners to use technology in ways that help the world work better. The graphic use of "smart rays" leveraged equity from previous IBM work and highlights the result of putting smart to work.
“Smart Farm”
“Smart Journey”
“Smart Security”
A second round of commercials evolved the campaign:
“Smart Drive”
“Smart Services”
“Smart Education”
”Smart Recycling”
Role: Group Creative Director/Writer
GCD AD: Rich Wallace
ECD: Jeff Curry
Producer: Joe Maire, Sarah Pascale
Director: Fredrik Bond
Art direction: Rich Wallace