Corporate Reputation

A Boy And His Atom

IBM is one of the worlds largest brands, but one the public scarcely encounters. To reverse falling awareness figures we turned IBM PhD nanophysicists into animators to create A Boy & His Atom, a film made from individual atoms. The film and its surrounding experience won a Guinness World Record, a Gold Cannes Lion, and the hearts of millions of viewers. It became IBMs most viewed piece of content ever, reversing long term awareness declines to drive profound business value. All for less than the price of just producing a single TV commercial.

Brand: IBM
Client: IBM
Agency: Ogilvy & Mather
Language: English

Gran Feria de Capacitacion para Maestros Especialistas

Brand: Sodimac Constructor
Client: Sodimac
Agency: Proximity
Language: Spanish

Supplier Stories: Real People Real Food

In early 2011 McDonald's reputation was under criticism. Consumer attitudes had dropped due to a lot of misperceptions about its food. To be convincing, we needed to make a bold change from our traditional voice-of-the- corporation messaging. So, we let the hard working suppliers who are at the foundation of our brand talk instead. Their stories were authentic, believable and engaging. Not only did we see dramatic improvement in our reputation, we had the added satisfaction of seeing our sales, guest counts and share grow as well.

Brand: McDonald's
Client: McDonald's Corporation
Agency: DDB Chicago
Language: English