| Title | SINGAPORE 60/60 EXHIBIT |
| Brand | IBM CORPORATION |
| Product / Service | BUSINESS PRODUCTS & SERVICES |
| Category | B03. Illustration |
| Entrant | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Entrant Company | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Advertising Agency | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Antonia Ong | IBM Corporation | Communications Director |
| Adeline Sim | IBM Corporation | Communications Manager |
| Jeff Curry | Ogilvy And Mather | Executive Creative Director |
| Merv Rey | Ogilvy And Mather | Creative Director |
| Ginny Lim | Ogilvy And Mather | Senior Art Director |
| Jet Aw | Ogilvy And Mather | Senior Copywriter |
| Soohan Han | Ogilvy And Mather | Account Director |
| Molly Wagman | Ogilvy And Mather | Group Account Director |
| Catherine Francis | Ogilvy And Mather | Account Manager |
| Charlie Lowe | Ogilvy And Mather | Associate Director |
| Amos Yeo | Ogilvy And Mather | Copywriter |
| Mark Rivett | Ogilvy And Mather | Copywriter |
| Mindflyer | Mindflyer | Illustrator |
| Ben Yue | Ogilvy And Mather | Account Executive |
| Julian Webster | Ogilvy And Mather | Planning Director |
| Amarjeet Kaur | Ogilvy And Mather | Producer |
| Stephenie Lee | Ogilvy And Mather | Art Buyer |
| Chow Kit Yee | Ogilvy And Mather | Agency Producer |
The key objective was to mark IBM's anniversary or commemorate IBM's contribution to the development of the nation. But the challenge lies in convincing the client to veer away from the usual anniversary ad and to deliver a message that is both relatable and interesting to Singaporeans. From an island of rural villages to a modern metropolis, Singapore’s transformation has been nothing short of astonishing. So much so, that people who leave here for only a few years and return have a hard time recognizing the place. So our question was: what will Singapore look like in another 60 years?
IBM has been in Singapore for 60 years, which is 12 years longer then Singapore has been a nation. From helping to develop and maintain public infrastructure to working with financial institutions, IBM has played a big role in Singapore's growth. IBM asked us to come up with a way to commemorate the company's contribution to the development of the nation.
The goal was to essentially create a time machine in a website. To visit the past, we sourced historical images from IBM and the National Archive. But to show what cars, streets or architecture would look like in 60 years, the only answer was illustration. We projected the future and then briefed local artists to bring it to life. The bright palette adopts colors from Peranakan culture, part of Singapore's heritage. The navigation is a weighted and draggable interface. Design was deliberately minimal to highlight the content, with tool bars that discreetly slide away to make "time travel" seamless.
The site received acclaim for its unique design and rich content, but even better it seemed to resonate with a broader audience than usual for IBM. The Singapore 60/60 Exhibit enjoyed surprisingly high traffic for a corporate B2B site, exceeding the average industry standard for visits by 1900%.* And the traffic substantiates that the content was highly engaging: people spent an average of 3:09 minutes per visit, and read an average of 14 pages of our material. That’s seven times more pages read than the most popular technology site in Singapore. *Taken from Comscore (January 2014)