Promotion packed with substance

IBM | The 5 in 5. Advertising campaign focusing on annual predictions from IBM researchers revealing five innovations that stand to change the way we live within the next five years. This year’s set of predictions, narrated by Mo Rocca (My Grandmother’s Ravioli, Cooking Channel!?!) includes a video series and accompanying content including illustrated storymaps. Again, IBM (and its agency Ogilvy & Mather) provides a great case study of an extraordinarily well-executed promotional program. Both copy and visuals are all first-rate — informative, rich in detail and importantly, accessible. Casting of Mo Rocca is both unexpected and inspired given the importance of social media channels. So, here’s to a Smarter Planet…