As a part of their centennial celebration, IBM created a public exhibit at New York’s Lincoln Centre called THINK - an innovative exhibition which combined art, science and technology. The event challenged people to do 1 thing: Think. But first, we had to get them there.

We decided the best way to drive foot traffic was the humble poster. To promote this extraordinarily high-tech event, we employed a low-tech solution that harkened back to IBM’s storied design roots. 

And it worked. Without any additional advertising, over 35,000 people were motivated to attend THINK exhibit.

The brief was sent out to the entire agency network. And the response was enormous. We received over 200 submissions from offices in New York, Paris, Singapore, London and Brazil. 18 were chosen to appear throughout Manhattan - on bus shelters and subways, on trains and in wild postings - to spur New Yorkers to stop by and visit the exhibit.