STORIES OF
INNOVATION
A documentary series celebrating the innovative spirit and accomplishments
of individuals and businesses from around the world.
Produced by IBM in association with Ogilvy Group and Maysles Films.
‘‘IBM TODAY, PERHAPS MORE
THAN ANY TIME IN OUR
HISTORY, IS AN INNOVATION
COMPANY. WE HAVE A
DISTINCTIVE POINT OF VIEW
ON HOW INNOVATION IS
CHANGING, AND A UNIQUE
SET OF CAPABILITIES TO
ENABLE OUR CLIENTS TO
CAPTURE ITS BENEFITS.”
- Sam Palmisano
Chairman, President, and
Chief Executive Officer, IBM
why
documentaries?
IBM believes that if you make stars out of your most innovative
customers by allowing them to tell their own stories, other innovators will
be engaged. And they will recognize the value of partnering with IBM
– the innovator’s innovator.
Over the course of the next few months, IBM and Ogilvy Group will be
developing a series of documentaries that will showcase the innovative
thinking and successes of IBM customers.
STORIES IN
DEVELOPMENT
Documentaries are currently in development
for the following organizations:
The US Open
Harley-Davidson
The PGA Tour
Embraer
National Geographic
The NFL
WHAT MAKES
THE NYPD
SPECIAL?
It has a great story to tell.
In the past fifteen years, New York has transformed itself from a highcrime area to one of the world’s safest big cities. Neighborhoods
that were once off-limits are now prime real estate. Crime is down
across every measurable category. The city’s turnaround has been
remarkable, and a large measure of the credit goes to the NYPD.
The NYPD has long been dedicated to stopping crime not only through
traditional means – more officers, more patrols, community outreach
– but through technology, as well. The Crime Information Warehouse
and Real Time Crime Center are the next steps in that evolution.
Though only a year old, the Real Time Crime Center has already made
significant contributions in closing cases and reducing crime. By
giving the NYPD the ability to be more efficient in its investigations, it’s
making New York a safer place.
WHO SHOULD
TELL THE
STORY?
Mike Bloomberg, Mayor of New York
Ray Kelly, NYPD Commissioner
Jim Onalfo, NYPD CIO
Phil Pulaski, NYPD Deputy Commissioner for Operations
Joe D’Amico, Commanding Officer, Real Time Crime Center
An NYPD Detective who works in the Real Time Crime Center
An NYPD Detective who works in the field
WHAT’S IN IT
FOR THE
NYPD?
The documentary will portray the NYPD as an innovative, cutting
edge police force using new resources to fight crime
and increase safety.
Beyond educating the public, it will be a great PR opportunity.
By giving the NYPD a chance to talk about this project and its
results, it will increase support for future initiatives and burnish their
reputation as the world’s top police force.
This material will be useful for recruiting, especially amongst the
younger generation who grew up on Nintendo and CSI and think
the intersection of technology and police work is cool.
The footage we shoot may also have further uses for NYPD training
and other internal projects.
‘‘ENCOURAGE INNOVATION.
CHANGE IS OUR LIFE-BLOOD,
STAGNATION OUR DEATH
KNELL.”
- David Ogilvy
Since 1994, IBM has entrusted their global brand to Ogilvy.
On behalf of IBM, Ogilvy will be responsible for the creative
development of these documentaries.
Founded by advertising icon David Ogilvy, Ogilvy is one of the
largest and most respected communications networks in the
world. In an increasingly media-saturated world, Ogilvy’s creative
leadership sees a return to storytelling as the most compelling
way to communicate the value of brands.
“THE CLOSER I ADHERE TO
REALITY, THE MORE HONEST
AND AUTHENTIC MY TALES ARE.”
- Albert Maysles
Maysles Films has been selected as the production partner for these
documentaries.
Maysles Films was founded over forty years ago by legendary
directors Albert and David Maysles, who defined the modern
documentary genre with a new approach to filmmaking called
“direct cinema.”
Their films Salesman, Gimme Shelter, and Grey Gardens are
regarded today as classics.
OTHER
OPPORTUNITIES
DEVELOPMENT OF A ONE HOUR SPECIAL
OR SERIES
A behind-the-scenes look into the NYPD’s crime
fighting efforts using the RTCC. Target networks include
HBO, Bravo, and Discovery.
PRINT AND BANNER ADVERTISING
Customer reference advertising highlighting the
relationship between the NYPD and IBM. Publications
include the Wall Street Journal, Forbes, and online
properties.
WEB-BASED GAME
Interactive game based on the RTCC, to be hosted on
ibm.com and the NYPD website.
how do we
make this
happen?
Determine projects to move forward on.
Coordinate NYPD members to be featured in documentary
Agree on shoot date and coordinate with Ogilvy
and Maysles Films for production.
In this area, we should put
appropriate contact info for
IBM and Ogilvy people.