Objective

• Launch IBM's carbon reduction solutions into the ‘green space’ in a fresh and surprising way.
• Convince the audience that going green is not only good for the planet, but also good for business.

Concept

• We created three "clean graffiti" viral videos around the idea that underneath carbon there’s hidden value for business.
• An artist worked with carbon-covered walls, some water and an old cloth to create messages that show the business advantages of going green.
• This video highlights the lower energy costs benefits.