ibm ix cabana.
IBM IX is essentially IBM’s supercomputer that combines artificial intelligence (AI) and sophisticated analytical software.
CHALLENGE
The brief was to create a presence enabling IBM to introduce their creative and design division to the world’s leading creatives and marketers at the Cannes Lions International Festival of Creativity.
SOLUTION
A beach front pop-up experience became the perfect habitat for IBM iX – it was further amplified at the festival with a range of social media and out of home communications, including a digital screen animation situated at the main Palais entrance.
MATERIAL
The material palette was a mixture of vibrant greenness, light washed beech woods, and vividly bold oversized graphics that connected all the dots together.
A light, open, and welcoming space that provided the perfect platform for the debut of IBM iX at Cannes Lions Festival.
RESULTS
“Cannes Lions is a celebration of inspirational people, innovative experiences and creative ideas and GPJ has ensured that the IBM iX presence at the festival reflects exactly the same values.”
Andrew Todd, vice president of strategy, planning and communications supporting IBM WorldWide
CONCEPT EVOLUTION
The beach cabana concept really needed to have some weight behind it from the ground up, catching the wave was the solution.
Catching the wave is a surfers technique that is idolised by many but not many can catch it.
The application of this was brought to life in the cabana through oversized and bold graphics taken from the brand lock-up.
The formation of waves sliced through furniture and walls, and was used as a guideline for space planning and guest flow.
The material palette was a mixture of vibrant foliage, light beech woods, and vivid oversized graphics that connected all the dots together. A light, open, and welcoming space that provided the perfect platform for the debut of IBM iX at Cannes Lions Festival.
Role – 3D Creative Lead
Graphic Design – Tom Statham
Agency – George P Johnson
