Dow Chemical: Giant Chalkboard

Credits & Description:

Solutionism. The new optimism.



On Monday, 9/19 at the corner of Broome and Crosby in SoHo, Manhatten, 90,000 people walked by a giant 46 foot long chalkboard with only a twitter handle (@giantchalkboard) and website (giantchalkboard.com). On Tuesday, the chalkboard began to reveal an elaborate equation full of challenging twists and turns that combines mathematics with numbers that are significant to scientific human achievements throughout history. As the painters were writing out the mathematical poem over a 4 day time span, there was only a banner that teased, “Solutionism. The new optimism.” Throughout the execution, people – both math enthusiasts and everyday passers-by - were invited to participate and guess portions of the equation through the website and the twitter handle, which provided clues and prompts to the significance of the numbers. On the fifth day, the answer was revealed to be 7 billion, which represents the soon-to-be world population.



Advertising Agency: Draftfcb, Chicago, USA

Executive Creative Director: Todd Tilford

Group Creative Directors: Doug Behm, Jon Flannery

Creative Director: Ron D'Innocenzo

Art Director: Derek Julin

Copywriter: Terin Izil

Agency Producer: John Bleeden

Community Manager: Maxwell Julius

Strategic Planner: Lakshmi Rengarajan