Agency Network: 
September 2011
Dow Chemical Company:  Giant Chalkboard
Dow Chemical Company Outdoor Ad -  Giant Chalkboard


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.

Outdoor advertisement created by FCB, United States for Dow Chemical Company, within the category: Industrial, Agriculture.


Solutionism. The new optimism.

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
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Highest Rated

baliquez's picture

Very good.

Activity Score 99
Art Director
Prasad Weerasekara's picture


Prasad Weerasekara
Activity Score 657
shahidali's picture

Love the idea and the execution.

Activity Score 4065
Dhaka, Bangladesh |


jackblack's picture

Interesting indeed.

Activity Score 2366
Art Director
baliquez's picture

Very good.

Activity Score 99
Art Director
mikeseltz's picture

this is absolute perfection

Activity Score 5
Roger Keynes's picture

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

Roger Keynes
Activity Score 5496
Copywriter |

The Jobless Writer
Will Think for Salary

xtianwilliams's picture

damn....that line is dynamite.

Activity Score 58
Art Director
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