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Design
Branded Content

Gold Winner

Entrant: Ogilvy New York, New York

IBM
"US Open - Datagrams"

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Corporate Name of Client: IBM
Client Account Director: Ann Rubin
Agency Account Supervisor: Kaitlin Giannetti
Planning Director: Magnus Blair
Planner: Kenan Ali
Agency: Ogilvy New York, New York
Chief Creative Officer: Steve Simpson
Group Creative Directors: Mike Hahn/Ryan Blank
Executive Creative Director: Susan Westre
Creative Director: Niels West
Copywriter: Lauren Costa
Art Directors: Mike Lomanto/Okan Usta
Agency Producers: Lee Weiss/Leslie Dacri/Eddie Byrd/
    Hannah Villio
Animation Company: Buck, New York
Agency Executive Group Director: Kimberly Duffy
Agency Management Supervisor: Nicole Vilalte
Production Company: Buck, New York

Concept/Cultural Reference:
For over 20 years, IBM has provided the technology behind the US Open Tennis Tournament. We wanted to give this sponsorship social currency by using IBM’s own technical capabilities to create content that tennis fans (our core B2B audience amongst them) could share.  Research told us fans can feel overwhelmed by all the tennis statistics they’re bombarded with: what they want are bite-sized stats.