Webby for Good is a collaborative program formed by The Webby Awards and WP Engine to showcase Webby-recognized projects built to change the world.

Describe your Webby-nominated project. What’s the elevator pitch?

Continuing the work of the motion picture Hidden Figures, IBM set out to uncover and further celebrate diverse role models in STEM fields, because when it comes to inspiring change, seeing is believing. As Oprah has said, “I was always looking for anybody that looked like me.” We took 10 hidden figures out of the depths of history and into the spotlight with AR statues placed in 150 geo-fenced locations across the US. This virtual experience made little-known, diverse role models visible to the next generation of STEM hopefuls.

Why this particular cause as the subject of your project/campaign? Was there a moment that inspired it?

Over its 106-year history, IBM has been unafraid to raise its voice on civil rights issues. It was decades ahead of its peers in hiring female and African American employees, on commitment to equal pay, in protest against racial segregation, and in support of the LGBTQ community. Presented with the opportunity to sponsor the movie Hidden Figures, IBM chose not to focus on its product which was featured in the plot, but to continue the movie’s important work of uncovering and celebrating diverse role models in order to inspire the next generation of STEM stars.

What concerns were there about pursuing this idea? How did you get past them?

IBM could have used the Hidden Figures movie collaboration to draw attention to a product—its mainframe computer. But instead, we demonstrated that taking a stance and having a voice on a key industry issue can impact brand favorability, engagement, and leadership—and most importantly, inspire much-needed cultural change.

What was the most rewarding aspect of working on your project? What did you learn in the process that you didn't know/expect going into it?

It was incredibly rewarding to uncover such outstanding pioneers who had made incredible contributions to STEM, but had remained underrepresented in history books. To name a few, Bessie Blount Griffin invented a device that delivered liquefied food to injured World War II veterans and handicapped patients. Irmgard Flügge-Lotz developed the method for calculating spanwise distribution of a wing's lifting force. And Charles Drew created the first large-scale blood bank in the US and trained an entire generation of black surgeons as a way to combat the racism he had experienced in his career. We were so excited for our hidden figures to be celebrated as they had always deserved to be.

Credits

  • Chief Creative Officer Teddy Lynn Ogilvy New York
  • Executive Creative Director Jeff Curry Ogilvy New York
  • Creative Director Merrin McCormick Ogilvy New York
  • Creative Director Jens Sjobergh Ogilvy New York
  • Creative Director Viktor Jacobsson Ogilvy New York
  • Creative Director Nicole James Ogilvy New York
  • Senior Art Director Chad O'Connell Ogilvy New York
  • Senior Art Director Andrew Miller Ogilvy New York
  • Senior Art Director Belen Marquez Ogilvy New York
  • Copywriter Diego Sarmiento Ogilvy New York
  • Copywriter Peter Nordstrom Ogilvy New York
  • Copywriter Dan Winikur Ogilvy New York
  • Copywriter Ashley Domers Ogilvy New York
  • Copywriter Timothy Steifler Ogilvy New York
  • President, Content/Social Mark Himmelsbach Ogilvy New York
  • Global Managing Director Liam Parker Ogilvy New York
  • Executive Group Director Joan Voltz Ogilvy New York
  • Account Director Sean Palmer Ogilvy New York
  • Management Supervisor Nick Robbins Ogilvy New York
  • Account Supervisor Tim Graves Ogilvy New York
  • Account Executive Kyle Ross Ogilvy New York
  • Account Executive Alexa Mouta Ogilvy New York
  • Account Executive Lindsey Harris Ogilvy New York
  • Executive Producer David Ross Ogilvy New York
  • Executive Producer Elizabeth Lucas Ogilvy New York
  • Executive Producer Joe Maire Ogilvy New York
  • Content Producer Yael Bloom Ogilvy New York
  • Content Producer Ashley Holmes Ogilvy New York
  • Director of DRM and Licensing Gloria Hall Ogilvy New York
  • Director of Music Karl Westman Ogilvy New York
  • Group Planning Director Eva Augustyn Ogilvy New York
  • Brand Strategist Sara Fogel Ogilvy New York
  • Brand Strategist Marisa Moody Ogilvy New York
  • Director Technology Management Jessica Criscione Ogilvy New York
  • Senior Vice President Asif Husain Ogilvy Public Relations
  • Media Planning Janet Fitzpatrick-Wilks Neo@Ogilvy
  • Media Planning Sonia Ledwith Neo@Ogilvy
  • Podcaster Cara Santa Maria Cara Santa Maria
  • Director Shane Feste Brother
  • Executive Producer Theodore Melfi Brother
  • Executive Producer Rich Carter Brother
  • Director Alex Robbins Fake Love
  • Director Sabrina Coulston Fake Love
  • Associate Creative Director Garrett Johnston Fake Love
  • Director of Technology Blair Neal Fake Love
  • Executive Director Benjamin Milligan Vanity Fair
  • Content/Art Director Laura Mitchell Vanity Fair
  • Content/Art Director Ron Ferraz Vanity Fair
  • Photographer Amanda Demme Vanity Fair

About the Augmented Reality category

Work that merges the real-world environment with digital imagery and interfaces, using QR codes, lenses, and/or other technologies.