Interactive Gold Award: IBM Datagrams / IBM - Ogilvy New York / New York
856 views · Published 8 September 2014 · 2:27 · Indexed 6 November 2026
Channel: The One Club for Creativity · 2014 · Nonprofits & Activism
IBM tracks every single stat and piece of data that happens in a US Open tennis match. To bring this data to life for tennis fans, we created real-time :15 second videos on Instagram that went live less than a minute after each set ended, telling the story of a key stat from the set. To get the animations out in real time, a team of animators, designers, and writers were embedded at the US Open during the tournament. Thanks to an algorithm invented just for Datagrams, the team was able to create a custom animation with a unique combination of animations, colors, and music for every single set. Each was shared to IBM Sports’ newly created Instagram feed, as well as the US Open’s Instagram feed.
