Last week at the corner of Broome and Crosby in Soho, New York, more than 180,000 people walked past a giant chalkboard which was blank, apart from a twitter handle (@giantchalkboard) and website (giantchalkboard.com). A few days later, the beginnings of an elaborate equation appeared, full of challenging twists and turns that combined mathematics with numbers that are significant to scientific human achievements throughout history - and a banner that says “Solutionism. The new optimism.”

Described as a mathematical poem, more of the equation was revealed over the following five days. People were invited to participate and guess meanings of different elements of the poem through Twitter and the giantchalkboard website. On the fifth day the answer was revealed, and can be viewed here.

The poem was the teaser to a new campaign from the Dow Chemical Company, from Draftfcb. It’s refreshing to see such creative thinking in an industry not known for embracing a more esoteric approach to marketing.

Chemicals companies are normally so keen to promote their individual CSR initiatives that there isn’t time for any art or subtlety. It’s nice to see that a brand other than AkzoNobel’s Dulux can flex its creative muscle in the chemicals space. The full equation, and its meaning can be viewed here.