Dow Chemical Company: Giant Chalkboard

Solutionism. The new optimism.

On Monday, 9/19 at the corner of Broome and Crosby in SoHo, Manhatten, 90,000 people walked by a giant 46 foot long chalkboard with only a twitter handle (@giantchalkboard) and website ( On Tuesday, the chalkboard began to reveal an elaborate equation full of challenging twists and turns that combines mathematics with numbers that are significant to scientific human achievements throughout history. As the painters were writing out the mathematical poem over a 4 day time span, there was only a banner that teased, “Solutionism. The new optimism.” Throughout the execution, people – both math enthusiasts and everyday passers-by - were invited to participate and guess portions of the equation through the website and the twitter handle, which provided clues and prompts to the significance of the numbers. On the fifth day, the answer was revealed to be 7 billion, which represents the soon-to-be world population.

Advertising Agency: Draftfcb, Chicago, USA
Executive Creative Director: Todd Tilford
Group Creative Directors: Doug Behm, Jon Flannery
Creative Director: Ron D'Innocenzo
Art Director: Derek Julin
Copywriter: Terin Izil
Agency Producer: John Bleeden
Community Manager: Maxwell Julius
Strategic Planner: Lakshmi Rengarajan

September 2011


Prasad Weerasekara's picture
Prasad Weerasekara
651 pencils


shahidali's picture
4069 pencils

Love the idea and the execution.


jackblack's picture
2342 pencils

Interesting indeed.

baliquez's picture
99 pencils

Very good.

mikeseltz's picture
5 pencils

this is absolute perfection

Roger Keynes's picture
Roger Keynes
5498 pencils

Wow. Is there a Cannes category for Chemical Brand spin? ;)

The Jobless Writer
Will Think for Salary

xtianwilliams's picture
58 pencils

damn....that line is dynamite.

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