For their largest new product launch in 10 years, IBM had an odd challenge: sell an IT solution so radical and unexpected, that enterprise IT executives might not even believe it. In this case it was: IT solutions that arrived with industry and domain expertise built in. And started working just four hours after being delivered, rather than anywhere from six to 14 months. The world's first expert integrated system needed industry insiders and clients who understood to explain it. And that's what it got.
Advertising, Art Direction, Copywriting