Smart Loves
Problems

IBM is one of the world’s great companies with hundred-year history. So how can you show that IBM is the best partner for enterprise change today?

Instead of asking the world to be amazed by their solutions, we demonstrate in a new brand platform how IBM is inspired by their problems. Problems are the greatest catalysts for change, they make us mend things, bend things and push the world forward.

It was one of the best performing IBM campaigns in the last four years.

 
 
 
 
“Houston, we have a problem.”
— Jack Swigert (NASA Astronaut on Apollo 13)

When Apollo 13 called to report one of history’s biggest problems, IBM technicians working alongside NASA in Houston, to bring the astronauts home. This campaign is a celebration of problems and the people who tackle them.

 
 
 


Smart Loves Problems I Anthem :60

 
 


Smart Love Problems I Short doc :90

 
 


Smart Loves Problems I Short doc :90

 
 

Print Campaign

 

I came up with the concept with my writer partner Abe Baginsky and was the CD on the project.