SOLUTIONISM
When science and humanity talk, anything is possible. This was the new Modus Operandi for Dow. The task? To implement this idea, not just talk around or about it. The solution? Social media is changing all the time. Not only are new sites popping up with great user-generated content, but the APIs that let you pull content from those sites change as well. While at Draft Chicago, we worked with our friends at Feed Magnet to help curate a stream of pertinent information, we used Dow.com/solutionism to create a "conversation" portal about global issues in which Dow is using it's technological know-how to implement solutions including green roofs, gluten replacement, wind energy and electric vehicles. By pulling from specialists, scientists, chefs, surfers, moms, and everyone in-between, we extract intelligent relevant information about these vital issues in realtime, filtered from sources such as Twitter, Youtube, Facebook, Instagram, and Flickr and served them up to further the discussion.
The corresponding print campaign embodies the blue-sky, whimsical, big idea thinking of Solutionism. Executed by the team at Draft Chicago.
Below is the integrated guerrilla campaign for Solutionism from DraftFCB New York. The Giant Chalkboard. Just a simple 46-ft-tall chalkboard that fears nothing but rain and fingernails. The Giant Chalkboard was located at Broome and Crosby in NYC and on Twitter @GiantChalkboard. It featured the world's longest human equation, written over five days—the solution was 7 billion, Earth's current population.
