Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Dow: Giant Chalkboard

Published on .

Dow is giving consumers a mathematical teaser with a 'giant chalkboard' painted on a brick wall at the corner of Broome and Crosby in SoHo, Manhattan.

Yesterday, 90,000 people walked by the 46ft chalkboard with only a twitter handle (@giantchalkboard) and website URL (giantchalkboard.com) to give them a clue to its meaning.

The chalkboard features the beginning of an elaborate equation full of twists and turns that combines mathematics with numbers that are significant to scientific human achievements throughout history. The banner says 'Solutionism. The new optimism.'

The campaign, through Draftfcb Chicago, invites people to participate and guess the answers through Twitter and the website. On the fifth day, the answer will be revealed.

Most Popular