In Brief

The international technology and consulting company installed a light-up sidewalk in the Netherlands to improve the lives of pedestrians.

It’s easier to have a slogan that promotes ‘Building a Smarter Planet’ than to actually do it. However, in an attempt to live up to their slogan, IBM turned to one of the largely untapped idea pools: children.

IBM asked kids, who tend to be more uninhibited and imaginative in a way many adults have lost, to help them come up with innovative ways to build a ‘Smarter Planet.’ Starting in the Netherlands, where IBM has a very limited communications budget, and that’s exactly what they did.

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