Picasso and You

Background

To get top CEOs to attend its client appreciation event for the third consecutive year, IBM wanted to push the envelope in terms of the event highlight. It invited National Geographic Explorer-in-Residence, Dr Spencer Wells, as the event speaker. Dr Wells leads the groundbreaking Genographic Project which traces human migratory history, a project conducted by The National Geographic Society in collaboration with IBM. During the evening, the CEOs would learn how their DNA samples can be used to trace their roots back 60,000 years. There would be no business agenda. The evening’s sole purpose was to entertain and strengthen IBM’s relationship with the CEOs. OgilvyOne’s task was to get 60 of these top CEOs to come to the event.