IBM: THINK PATENT X 20 POSTERS

Credits & Description:

Type of entry: Graphic Design & Design Crafts
Category: Print and Poster Ads
Advertiser: IBM
Product/Service: IBM
Agency: OGILVY NEW YORK, USA
Creative Directors: Steve Simpson/Susan Westre/Mike Hahn/Ryan Blank/Marcos Ribeiro/Jeff Curry/Sam Ma (Ogilvy & Mather)
Design Director: Sid Tomkins (Ogilvy & Mather)
Art Directors: Denise Zurligen/Jillian Abramson/Susan Murphy/Eddie Pak/Okan Usta/Bruna Gonzales (Ogilvy & Mather)
Copywriters: Fred Kovey/Anne Davidson/Joe Perry/Lauren Miller/Andrew Mellen/Lauren Elkins/Dan (Ogilvy & Mather)
Illustrators: Carl De Torres/I Love Dust/La Mosca/Luke Watkins/Johnny Budden/Faruk Kalaycioglu ()
Photographers: Christian Weber/Craig Cutler/Jake Chessum/Pict Estudio ()
Brief Explanation
Since the late '50s, IBM has led the world in cutting-edge graphic design imbued with the power to make you THINK. These could be no exception. But this time, we'd have to define, describe, and catch the beauty of 20 insanely complex technologies - some of which aren't even on the market yet. They existed only as concepts, written in the tortured and abstract language of patent filings. We wanted you to see IBM as a font of phenomenally smart creativity with a purpose. We wanted to make art you'd hang on your wall forever; and inspire IBMers - and the world.
Describe the brief from the client
Last year, IBM earned 6,478 patents—the most of any U.S. company—for a record 20th straight year. While the innovations and achievement are spectacular, the patent documents themselves are utterly underwhelming. We were charged with the task of showcasing the record, and marking the occasion, in a manner worthy of the achievement. This would take the shape of 20 unique posters, each illustrating one patented invention.

Design Process
We whittled 65,000 possible IBM innovations down to a shortlist of 20. Then 20 creative teams from 5 continents reinterpreted the patent documents. Abstract diagrammatic flow-charts became abstract artwork. Pages of wonky legalese were rewritten and translated visually into a form anyone could enjoy.

Results
These have only just been launched, in the "IBMblr" Tumblr that was created to provide a platform for celebrating IBM's 20 years of patent leadership, but they have been acclaimed by internal audiences.